As celebrities nowadays dominate social media, their presence can influence consumers’ purchasing habits, similar to e-WOM. With Signarama’s snazzy infographic (via Wallblog, cited as Tomaszek, 2015) stating that over 15% of companies have some sort of celebrity endorsement, the industry is now worth billions. If a celeb is famous enough, they may even choose to dip their toes into any market they wish, much like Avril Lavigne’s endorsement of acne treatment lotion Proactiv (Avril’s commercial via YouTube) or Kim Kardashian, whose sponsorship deals have ranged from Sketchers trainers to Charmin toilets (History of Kim’s endorsements from The Observer).