Celebrity power has been a primary driving force for consumer behaviour in the market for a number of years and has taken numerous companies from their lowest lows to unimaginable highs within the last decade. Jasna Kamenjas narrows in on whether “celebrity endorsements [are] really worth the hefty price tag” through a thorough 
look into corporate success as a result of celebrity backed products and services. Whether it is Jennifer Lopez or Tiger Woods, fashion or personal care products celebrities have changed the face of the shopping industry by becoming the representatives for global brands through endorsements, public announcements, and advertising campaigns. For instance, when you think of Nike basketball shoes, you automatically associate the brand with Michael Jordan and his legendary running gear. However, Kamejas illustrates an interesting point through her discussion on celebrity endorsements as she recognizes that celebrity power is losing its shine, as more consumers are gearing the purchasing decisions upon the basis of being able to relate to those promoting the products, connections with the brand, and the ability of the brand to be truly representative of the lifestyle of the consumer themselves. Additionally, social media 
has opened the door for companies to truly connect with their consumers on a personal level and allow for “value co-creation” as the consumer now has a voice in products that are made, developed, and put in the market. For instance, with people globally spending “over 500 billion minutes per month on Facebook” (Danny Brown) that leaves a much larger window of opportunity for companies to make an impact at barely no cost, in comparison to a two minute commercial advertisement featuring a celebrity amounting to millions of dollars in cost. Ultimately, giving the consumer a voice of their own has overtaken celebrity influence in every respect.