Social influence

Still, the social influence market is just like any market. It uses currency (taste) to build capital (social status).

Social influence rests on the fact that, when faced with an abundance of choice, we habitually rely on others to know what to buy, read, wear, or listen to. When these others are “regular” people just like us, we tend to trust them more than we would a compensated spokesperson, a model in an ad, an invisible editor, or a distant celebrity.