Amy Gilbert

Consumer behavior spurred by social media has been rapidly evolving, from the virality of “TikTok made me buy it” to the introduction of cheaper alternatives or "dupes," and now to a paradigm shift called “deinfluencing.” This latest trend sees influencers using their platforms to advise their followers on what products to avoid, demonstrating a palpable…

If you're familiar with TikTok, you've most likely seen the hashtag #Tiktokmademebuyit. Truth is, people can find anything from books to clothing to makeup thanks to retail brands’ ever-expanding presence on TikTok. This social platform is certainly driving sales for retailers, whether it's from an influencer wearing something from the back of their closet or…