Regarding doing own research I think this approach works for many products that are cheap to purchase. But, this approach fails badly when you have to purchase items that are expensive and one time purchase. How do I pick good washing machine? I can only purchase washing machine, or chimney, or smart TV only 1 time, so I can't do research unless I am determined to burn money.

I do agree with influences. These guys can sway people and make people to purchase ersatz product and has ability to do shenanigans.I think people should be cognizant while watching "influencers".