BIZ TRENDS: Have digital 'influencers' changed advertising

By Wambui Waweru, NAIROBI, Kenya, May 17 -The rise of social platforms has brought with it a new kind of celebrity known as the digital influencer.

As influencers strengthen their relationships with their audiences, they build a sense of credibility and authenticity that differentiates them from most conventional celebrities.

This has led them to dominate the social media economy of likes and shares and also attracting advertising from different companies.

This has brought about a debate of whether advertising companies would still be relevant in the years to come.