Influencers, nowadays you can hardly get away from it – or them. We find this relatively new form of marketing rather fascinating. It can be seen as a solution to the complex world of advertising, but the function of influencer marketing is quite complex as well. They are in a powerful position to stimulate consumers to buy specific brands because of either real or perceived knowledge, expertise, status, and authority. In this four-piece series we try to unravel the influencer phenomenon with an eye on sustainability.