TalkBack is an accessibility service for the Android operating system that helps blind and visually impaired users to interact with their devices. It uses spoken words, vibration and other audible feedback to allow the user to know what is happening on the screen allowing the user to better interact with their device. The service is pre-installed on many Android devices, and it became part of the Android Accessibility Suite in 2017. According to the Google Play Store, the Android Accessibility Suite has been downloaded over five billion times, including devices that have the suite preinstalled. == Open-source == Google releases the source code of TalkBack with some releases of the accessibility service to GitHub, with the latest of these changes being from May 6, 2021. The source for these versions of Google TalkBack have been released under the Apache License version 2.0. == Release history ==
Commonsense knowledge (artificial intelligence)
In artificial intelligence research, commonsense knowledge consists of facts about the everyday world, such as "Lemons are sour" or "Cows say moo", that all humans are expected to know. It is currently an unsolved problem in artificial general intelligence. The first AI program to address common sense knowledge was Advice Taker in 1959 by John McCarthy. Commonsense knowledge can underpin a commonsense reasoning process, to attempt inferences such as "You might bake a cake because you want people to eat the cake." A natural language processing process can be attached to the commonsense knowledge base to allow the knowledge base to attempt to answer questions about the world. Common sense knowledge also helps to solve problems in the face of incomplete information. Using widely held beliefs about everyday objects, or common sense knowledge, AI systems make common sense assumptions or default assumptions about the unknown similar to the way people do. In an AI system or in English, this is expressed as "Normally P holds", "Usually P" or "Typically P so Assume P". For example, if we know the fact "Tweety is a bird", because we know the commonly held belief about birds, "typically birds fly," without knowing anything else about Tweety, we may reasonably assume the fact that "Tweety can fly." As more knowledge of the world is discovered or learned over time, the AI system can revise its assumptions about Tweety using a truth maintenance process. If we later learn that "Tweety is a penguin" then truth maintenance revises this assumption because we also know "penguins do not fly". == Commonsense reasoning == Commonsense reasoning simulates the human ability to use commonsense knowledge to make presumptions about the type and essence of ordinary situations they encounter every day, and to change their "minds" should new information come to light. This includes time, missing or incomplete information and cause and effect. The ability to explain cause and effect is an important aspect of explainable AI. Truth maintenance algorithms automatically provide an explanation facility because they create elaborate records of presumptions. Compared with humans, all existing computer programs that attempt human-level AI perform extremely poorly on modern "commonsense reasoning" benchmark tests such as the Winograd Schema Challenge. The problem of attaining human-level competency at "commonsense knowledge" tasks is considered to probably be "AI complete" (that is, solving it would require the ability to synthesize a fully human-level intelligence), although some oppose this notion and believe compassionate intelligence is also required for human-level AI. Common sense reasoning has been applied successfully in more limited domains such as natural language processing and automated diagnosis or analysis. == Commonsense knowledge base construction == Compiling comprehensive knowledge bases of commonsense assertions (CSKBs) is a long-standing challenge in AI research. From early expert-driven efforts like CYC and WordNet, significant advances were achieved via the crowdsourced OpenMind Commonsense project, which led to the crowdsourced ConceptNet KB. Several approaches have attempted to automate CSKB construction, most notably, via text mining (WebChild, Quasimodo, TransOMCS, Ascent), as well as harvesting these directly from pre-trained language models (AutoTOMIC). These resources are significantly larger than ConceptNet, though the automated construction mostly makes them of moderately lower quality. Challenges also remain on the representation of commonsense knowledge: Most CSKB projects follow a triple data model, which is not necessarily best suited for breaking more complex natural language assertions. A notable exception here is GenericsKB, which applies no further normalization to sentences, but retains them in full. == Applications == Around 2013, MIT researchers developed BullySpace, an extension of the commonsense knowledgebase ConceptNet, to catch taunting social media comments. BullySpace included over 200 semantic assertions based around stereotypes, to help the system infer that comments like "Put on a wig and lipstick and be who you really are" are more likely to be an insult if directed at a boy than a girl. ConceptNet has also been used by chatbots and by computers that compose original fiction. At Lawrence Livermore National Laboratory, common sense knowledge was used in an intelligent software agent to detect violations of a comprehensive nuclear test ban treaty. == Data == As an example, as of 2012 ConceptNet includes these 21 language-independent relations: IsA (An "RV" is a "vehicle" | X is an instance of a Y) UsedFor (a "cake tin" is used for "making cakes" | X is used for the purpose Y) HasA (A "rabbit" has a "tail" | X possesses Y element or feature) CapableOf (a "cook" is capable of "making baked goods" | X is capable of doing Y) Desires (a "child" desires "the aroma of baking" | X has a desire for Y) CreatedBy ("cake" is created by a "baker" | X is created by Y) PartOf (a "knife" is be part of a "knife set" | X is a part of Y) Causes ("Heat" causes "cooking"| X is what causes Y) LocatedNear (the "oven" is located near the "refrigerator" | X is located near Y) AtLocation (Somewhere a "Cook" can be at a "restaurant" | X is at the location of Y) DefinedAs (a "Cupcake" is defined as a "cake" that also has the qualities of being "small", "baked within a wrapper", and "containing only one area of frosting or icing" | X is defined as Y that also has the properties A, B & C) SymbolOf (a "heart" is a symbol of "affection" | X is a symbolic representation of Y) ReceivesAction ("cake" can receive the action of being "eaten" | X is capable of receiving action Y) HasPrerequisite ("baking" has the prerequisite of obtaining the "ingredients" | X cannot do Y unless A does B) MotivatedByGoal ("baking" is motivated by the goal of "consumption"/"eating" | X has the motivation of Y goal) CausesDesire ("baking" makesYou want to "follow recipe" | X causes the desire to do Y) MadeOf ("Cake" is made of "flour"/"eggs"/"sugar"/"oil"/etc | X is made of Y) HasFirstSubevent ("baking" has first subevent "make batter" | To do X the first thing that needs to be done is Y) HasSubevent ("eat" has subevent "swallow" | Doing X will lead to Y event following) HasLastSubevent ("sleeping" has last subevent of "waking" | Doing X ends with the event Y) == Commonsense knowledge bases == Cyc Open Mind Common Sense (data source) and ConceptNet (datastore and NLP engine) Evi Graphiq
Content repository
A content repository or content store is a database of digital content with an associated set of data management, search and access methods allowing application-independent access to the content, rather like a digital library, but with the ability to store and modify content in addition to searching and retrieving. The content repository acts as the storage engine for a larger application such as a content management system or a document management system, which adds a user interface on top of the repository's application programming interface. == Advantages provided by repositories == Common rules for data access allow many applications to work with the same content without interrupting the data. They give out signals when changes happen, letting other applications using the repository know that something has been modified, which enables collaborative data management. Developers can deal with data using programs that are more compatible with the desktop programming environment. The data model is scriptable when users use a content repository. == Content repository features == A content repository may provide functionality such as: Add/edit/delete content Hierarchy and sort order management Query / search Versioning Access control Import / export Locking Life-cycle management Retention and holding / records management == Examples == Apache Jackrabbit ModeShape == Applications == Content management Document management Digital asset management Records management Revision control Social collaboration Web content management == Standards and specification == Content repository API for Java WebDAV Content Management Interoperability Services
Computer network
In computer science, computer engineering, and telecommunications, a network is a group of communicating computers and peripherals known as hosts, which communicate data to other hosts via communication protocols, as facilitated by networking hardware. Within a computer network, hosts are identified by network addresses, which allow networking hardware to locate and identify hosts. Hosts may also have hostnames, memorable labels for the host nodes, which can be mapped to a network address using a hosts file or a name server such as Domain Name Service. The physical medium that supports information exchange includes wired media like copper cables, optical fibers, and wireless radio-frequency media. The arrangement of hosts and hardware within a network architecture is known as the network topology. The first computer network was created in 1940 when George Stibitz connected a terminal at Dartmouth to his Complex Number Calculator at Bell Labs in New York. Today, almost all computers are connected to a computer network, such as the global Internet or embedded networks such as those found in many modern electronic devices. Many applications have only limited functionality unless they are connected to a network. Networks support applications and services, such as access to the World Wide Web, digital video and audio, application and storage servers, printers, and email and instant messaging applications. == History == === Early origins (1940 – 1960s) === In 1940, George Stibitz of Bell Labs connected a teletype at Dartmouth to a Bell Labs computer running his Complex Number Calculator to demonstrate the use of computers at long distance. This was the first real-time, remote use of a computing machine. In the late 1950s, a network of computers was built for the U.S. military Semi-Automatic Ground Environment (SAGE) radar system using the Bell 101 modem. It was the first commercial modem for computers, released by AT&T Corporation in 1958. The modem allowed digital data to be transmitted over regular unconditioned telephone lines at a speed of 110 bits per second (bit/s). In 1959, Christopher Strachey filed a patent application for time-sharing in the United Kingdom and John McCarthy initiated the first project to implement time-sharing of user programs at MIT. Strachey passed the concept on to J. C. R. Licklider at the inaugural UNESCO Information Processing Conference in Paris that year. McCarthy was instrumental in the creation of three of the earliest time-sharing systems (the Compatible Time-Sharing System in 1961, the BBN Time-Sharing System in 1962, and the Dartmouth Time-Sharing System in 1963). In 1959, Anatoly Kitov proposed to the Central Committee of the Communist Party of the Soviet Union a detailed plan for the re-organization of the control of the Soviet armed forces and of the Soviet economy on the basis of a network of computing centers. Kitov's proposal was rejected, as later was the 1962 OGAS economy management network project. During the 1960s, Paul Baran and Donald Davies independently invented the concept of packet switching for data communication between computers over a network. Baran's work addressed adaptive routing of message blocks across a distributed network, but did not include routers with software switches, nor the idea that users, rather than the network itself, would provide the reliability. Davies' hierarchical network design included high-speed routers, communication protocols and the essence of the end-to-end principle. The NPL network, a local area network at the National Physical Laboratory (United Kingdom), pioneered the implementation of the concept in 1968-69 using 768 kbit/s links. Both Baran's and Davies' inventions were seminal contributions that influenced the development of computer networks. === ARPANET (1969 – 1974) === In 1962 and 1963, J. C. R. Licklider sent a series of memos to office colleagues discussing the concept of the "Intergalactic Computer Network", a computer network intended to allow general communications among computer users. This ultimately became the basis for the ARPANET, which began in 1969. That year, the first four nodes of the ARPANET were connected using 50 kbit/s circuits between the University of California at Los Angeles, the Stanford Research Institute, the University of California, Santa Barbara, and the University of Utah. Designed principally by Bob Kahn, the network's routing, flow control, software design and network control were developed by the IMP team working for Bolt Beranek & Newman. In the early 1970s, Leonard Kleinrock carried out mathematical work to model the performance of packet-switched networks, which underpinned the development of the ARPANET. His theoretical work on hierarchical routing in the late 1970s with student Farouk Kamoun remains critical to the operation of the Internet today. In 1973, Peter Kirstein put internetworking into practice at University College London (UCL), connecting the ARPANET to British academic networks, the first international heterogeneous computer network. That same year, Robert Metcalfe wrote a formal memo at Xerox PARC describing Ethernet, a local area networking system he created with David Boggs. It was inspired by the packet radio ALOHAnet, started by Norman Abramson and Franklin Kuo at the University of Hawaii in the late 1960s. Metcalfe and Boggs, with John Shoch and Edward Taft, also developed the PARC Universal Packet for internetworking. That year, the French CYCLADES network, directed by Louis Pouzin was the first to make the hosts responsible for the reliable delivery of data, rather than this being a centralized service of the network itself. === The internet (1974 – present) === In 1974, Vint Cerf and Bob Kahn published their seminal 1974 paper on internetworking, A Protocol for Packet Network Intercommunication. Later that year, Cerf, Yogen Dalal, and Carl Sunshine wrote the first Transmission Control Protocol (TCP) specification, RFC 675, coining the term Internet as a shorthand for internetworking. In July 1976, Metcalfe and Boggs published their paper "Ethernet: Distributed Packet Switching for Local Computer Networks" and in December 1977, together with Butler Lampson and Charles P. Thacker, they received U.S. patent 4063220A for their invention. In 1976, John Murphy of Datapoint Corporation created ARCNET, a token-passing network first used to share storage devices. In 1979, Robert Metcalfe pursued making Ethernet an open standard. In 1980, Ethernet was upgraded from the original 2.94 Mbit/s protocol to the 10 Mbit/s protocol, which was developed by Ron Crane, Bob Garner, Roy Ogus, Hal Murray, Dave Redell and Yogen Dalal. In 1986, the National Science Foundation (NSF) launched the National Science Foundation Network (NSFNET) as a general-purpose research network connecting various NSF-funded sites to each other and to regional research and education networks. In 1995, the transmission speed capacity for Ethernet increased from 10 Mbit/s to 100 Mbit/s. By 1998, Ethernet supported transmission speeds of 1 Gbit/s. Subsequently, higher speeds of up to 800 Gbit/s were added (as of 2025). The scaling of Ethernet has been a contributing factor to its continued use. In the 1980s and 1990s, as embedded systems were becoming increasingly important in factories, cars, and airplanes, network protocols were developed to allow the embedded computers to communicate. In the late 1990s and 2000s, ubiquitous computing and an Internet of Things became popular. === Commercial usage === In 1960, the commercial airline reservation system semi-automatic business research environment (SABRE) went online with two connected mainframes. In 1965, Western Electric introduced the first widely used telephone switch that implemented computer control in the switching fabric. In 1972, commercial services were first deployed on experimental public data networks in Europe. Public data networks in Europe, North America and Japan began using X.25 in the late 1970s and interconnected with X.75. This underlying infrastructure was used for expanding TCP/IP networks in the 1980s. In 1977, the first long-distance fiber network was deployed by GTE in Long Beach, California. == Hardware == === Network links === The transmission media used to link devices to form a computer network include electrical cable, optical fiber, and free space. In the OSI model, the software to handle the media is defined at layers 1 and 2 — the physical layer and the data link layer. Common examples of networking technologies include: Ethernet is a widely adopted family of networking technologies that use copper and fiber media in local area networks (LAN). The media and protocol standards that enable communication between networked devices over Ethernet are defined by IEEE 802.3. Wireless LAN standards, which use radio waves. Some standards use infrared signals as a transmission medium. Power line communication uses a building's power cabling to transmit
Cryptographic bill of materials
Cryptographic bill of materials (CBOM—also cryptography bill of materials) is a structured inventory of all cryptographic assets present in a software, firmware, device, or system. It enumerates algorithms (and parameters such as key sizes and modes), cryptographic libraries or modules, digital certificates, keys and related material, and protocols in use, and maps their relationships to the components that implement or invoke them. CBOMs are used to improve security analysis, compliance, and cryptographic agility, and are increasingly referenced in guidance for post‑quantum cryptography (PQC) migration. == Definition and scope == A CBOM inventories cryptographic primitives and materials—such as encryption and signature algorithms (with specific variants and modes), key sizes, cryptographic libraries/modules, digital certificates (e.g., X.509), keys and other related cryptographic material, and security protocols (e.g., TLS, IPsec). It also documents dependencies (for example, an application uses an algorithm provided by a library; a protocol uses several algorithms) and can capture certificate lifecycles, cryptographic module certifications (e.g., FIPS 140‑3), and policy conformance metadata. In common practice, a CBOM may be embedded within an SBOM format (such as CycloneDX) or exported as a separate, linked artifact. === Typical CBOM fields === The exact schema varies by implementation, but common fields are summarized below (see CycloneDX CBOM guide and NIST SP 1800‑38B). == Relation to SBOM == A CBOM is complementary to, but distinct from, a software bill of materials (SBOM). Whereas an SBOM lists software components and their versions, a CBOM focuses specifically on the cryptography present and how it is configured and used. For example, an SBOM might enumerate inclusion of a library such as OpenSSL, while the CBOM would identify which algorithms and parameters that library enables (e.g., RSA‑2048, ECDH P‑256, AES‑GCM) and list relevant keys and certificates. The pairing enables both supply‑chain transparency and cryptographic transparency. == History == The term and practice emerged in the early–mid 2020s alongside software‑supply‑chain transparency and PQC planning. The OWASP CycloneDX standard introduced native CBOM support (v1.6 and later), modeling algorithms, keys, certificates, and protocols as first‑class “cryptographic assets” and providing dependency semantics (uses/implements) between software and cryptography. Open tooling from industry and researchers (e.g., IBM's CBOMkit and related generators/viewers) appeared to automate discovery and representation of cryptographic use in the CycloneDX CBOM schema. == Regulatory and policy context == In the United States, policy has emphasized cryptographic inventories as a prerequisite to PQC migration. The White House's National Security Memorandum 10 (2022) directed a government‑wide transition to quantum‑resistant cryptography; the Office of Management and Budget's M‑23‑02 (November 2022) operationalized this by requiring agencies to submit a prioritized inventory of cryptographic systems (with algorithm and key details) by 4 May 2023 and annually thereafter, and tasked CISA/NSA/NIST to develop automated discovery and inventory strategies. A 2024 Office of the National Cyber Director report reiterated that a “comprehensive cryptographic inventory” is the baseline for PQC planning and must be maintained iteratively with both automated and manual discovery. NIST's NCCoE practice guide (SP 1800‑38B, preliminary draft) provides concrete methods for cryptographic discovery and documentation across enterprises, aligning with CBOM‑style representations. CISA later published a strategy to migrate federal agencies to automated cryptography discovery and inventory tools to support continuous reporting. Separately, NSA, CISA, and NIST issued joint guidance encouraging all organisations to prepare cryptographic inventories and roadmaps for PQC, beyond government environments. == Role in quantum readiness and cryptographic agility == Because large‑scale quantum computing threatens widely used public‑key algorithms (e.g., RSA, ECC), organisations are planning multi‑year transitions to post-quantum cryptography. CBOMs enable that planning by identifying where quantum‑vulnerable algorithms appear, prioritising high‑impact systems, and tracking replacements over time. A machine‑readable CBOM also supports cryptographic agility and incident response: if an algorithm, library, or certificate lifecycle becomes non‑compliant or vulnerable, the CBOM indicates which products and systems are affected and where mitigations must be applied first. == Standards and tooling == CycloneDX (OWASP): Native CBOM modelling (v1.6+) for algorithms, certificates, keys/related material, and protocols, with dependency semantics and examples. The project publishes a CBOM guide and use‑case profiles (e.g., certificate and algorithm inventories). NIST NCCoE SP 1800‑38 series: Practice guides for PQC migration include enterprise cryptographic discovery methods that produce CBOM‑like inventories and integrate multiple discovery tools. Government automation initiatives: Following M‑23‑02, CISA issued a strategy to migrate to automated cryptography discovery and inventory tools to support agency reporting and continuous inventory management. Open‑source and vendor tools: IBM's CBOMkit and related components generate, analyse, and visualise CBOMs; the IBM CBOM specification work was upstreamed into CycloneDX 1.6. === Data model and interchange (example) === CycloneDX provides machine‑readable encodings (JSON/XML) for CBOM content. The example below (subset) shows an application depending on a crypto library that provides the AES‑256‑GCM algorithm, and the application also depends on a leaf X.509 certificate. See the CycloneDX CBOM guide, JSON reference, and the “Implementation details” use‑case for the semantics of `dependsOn` and `provides`. == Relationship to cybersecurity supply chain initiatives == CBOMs complement SBOM‑focused supply‑chain transparency introduced by U.S. Executive Order 14028 and NTIA/NIST SBOM work. SBOMs document software components; CBOMs add detail on embedded cryptography to support risk management, policy compliance (e.g., disallowing deprecated algorithms), and PQC transition planning.
Intelligent control
Intelligent control is a class of control techniques that use various artificial intelligence computing approaches like neural networks, Bayesian probability, fuzzy logic, machine learning, reinforcement learning, evolutionary computation and genetic algorithms. == Overview == Intelligent control can be divided into the following major sub-domains: Neural network control Machine learning control Reinforcement learning Bayesian control Fuzzy control Neuro-fuzzy control Expert Systems Genetic control New control techniques are created continuously as new models of intelligent behavior are created and computational methods developed to support them. === Neural network controller === Neural networks have been used to solve problems in almost all spheres of science and technology. Neural network control basically involves two steps: System identification Control It has been shown that a feedforward network with nonlinear, continuous and differentiable activation functions have universal approximation capability. Recurrent networks have also been used for system identification. Given, a set of input-output data pairs, system identification aims to form a mapping among these data pairs. Such a network is supposed to capture the dynamics of a system. For the control part, deep reinforcement learning has shown its ability to control complex systems. === Bayesian controllers === Bayesian probability has produced a number of algorithms that are in common use in many advanced control systems, serving as state space estimators of some variables that are used in the controller. The Kalman filter and the Particle filter are two examples of popular Bayesian control components. The Bayesian approach to controller design often requires an important effort in deriving the so-called system model and measurement model, which are the mathematical relationships linking the state variables to the sensor measurements available in the controlled system. In this respect, it is very closely linked to the system-theoretic approach to control design.
Social media use in the fashion industry
Social media in the fashion industry refers to the use of social media platforms by fashion designers and users to promote and participate in trends. Over the past several decades, the development of social media has increased along with its usage by consumers. The COVID-19 pandemic was a sharp turn of reliance on the virtual sphere for the industry and consumers alike. Social media has created new channels of advertising for fashion houses to reach their target markets. Since its surge in 2009, luxury fashion brands have used social media to build interactions between the brand and its customers to increase awareness and engagement. The emergence of influencers on social media has created a new way of advertising and maintaining customer relationships in the fashion industry. Numerous social media platforms are used to promote fashion trends, with Instagram and TikTok being the most popular among Generation Y and Z. The overall impact of social media in the fashion industry included the creation of online communities, direct communication between industry leaders and consumers, and criticized ideals that are promoted by the industry through social media. == Background == In 2003, at the beginning of social media development, MySpace was founded as a “social networking service.” It allowed people to create a profile, connect with other people, and post videos, pictures, and songs. As MySpace grew in popularity, it attracted interest from companies wishing to promote their brands on the social platform. MySpace is most well known for exposing musicians and artists who made it big in the industry, and companies wanted to capitalize on their popularity by making brand deals. One of MySpace's deals was with Chevrolet, putting on a ‘secret show’. They had a ‘secret’ list of 10 top artists on MySpace, and many artists posted about the show on their accounts. Another brand deal was with Gucci promoting their “Gucci Synch Watch”, which was very successful as Gucci tapped into the youthful audience on MySpace and advertised a sleek, simple, trendy unisex watch. In 2005, YouTube was released and remains one of the most popular social media platforms today. YouTube allows users to upload videos and is free to anyone with access to the internet. It grew in popularity offering a range of videos: vlogs, cooking, health and diet videos, step-by-step tutorials, tutoring help, and more. Much like MySpace, users create accounts and can build a following, often referring to themselves as ‘YouTubers.’ When YouTube grew in popularity, it piqued the interest of brands wanting to partner with YouTube and individual YouTubers. Some brand deals were made by having ads at the beginning of each video, and the YouTuber would make a profit from each view they receive. Some deals are made by individual YouTubers thanking the brand in videos and promoting the brand's products. More recently, YouTube has delved into fashion. While there were always YouTube channels for Vogue and other fashion companies, popular YouTubers have been invited to different fashion shows and have filmed experiences there. Brands are able to target individual YouTubers based on their followers and the target audiences. In 2010, Instagram was launched, which enlarged the scope of fashion advertising. Instagram allows people to post pictures and short videos with the ability to tag different accounts. For brand deals, companies can simply be tagged in a picture instead of creating ads or lines for a user to say. In each picture, users can tag the brands of clothing they were wearing, making it very easy to promote brands. Additionally, Instagram could display ads on users' feed based on other posts the users liked, which used by fashion companies to target their potential customers. Users also use Instagram to promote fashion when they get invited to fashion events. For example, they can take a picture at the event and post it to their Instagram and put their location at the venue and tag the company. During the beginning of the COVID-19 pandemic, companies relied more on social media to keep their public virtually engaged. Fashion companies had virtual fashion shows, creating videos and content about their designs. As social media expands and new platforms come into existence, new ways of advertising are projected to be created. == Uses == === Advertising === Social media is a popular use of advertisement in the fashion industry. Information sharing has expanded due to the growth of social media platforms, which impacts social consumer involvement with fashion brands. Fashion companies use social media platforms to reach customers on emotional levels and stoke engagement with brand images and messages. Researchers in the United Kingdom have demonstrated that engaging with customers with social media messages that express social passion, social tendency, and personal warmth can boost social engagement with fashion brands. In social spheres, fashion is a method for individuals to represent their distinction through clothing. Some people who desire to socially influence others through their fashion and style now have the possibility thanks to social media in the fashion sector. Customers who want to purchase fashion brands frequently follow fashion authorities on social media and heed their recommendations for purchasing fashion products. === Influencers === Companies leveraged celebrities' fame and social standing to advertise their brands, as Tommy Hilfiger did when incorporating social media into their marketing strategy, making Gigi Hadid, who has 15.5 million Instagram followers as of 2016, a brand ambassador. Though recent developments in social media platforms have led to an increase in the awareness of influencers. Influencer marketing has emerged as a fast expanding marketing strategy in various industries as a result of the unheard-of increase in the number of social media influencers' followers. Recently, influencer marketing has received significant attention in the fashion industry. Research shows that influencer marketing may provide a rate of influence that is 11x times greater than that of other conventional advertising channels. Fashion consumers, specifically those in generations Y and Z, may be more influenced by influencers in the context of the fashion industries as they often view them as friends and personal assistants. Fashion influencer marketing on social media platforms have led fashion consumption on social sopping services. One of these social fashion services is LTK (LIKEtoKNOW.it before 2021) where everyday consumers can find and purchase clothing worn by social media fashion influencers (also known as SMFIs). Launched in 2014, LTK has gained a massive following on Instagram (over 3 million) and has 1.3 million registered users on their mobile application. Utilizing SMFIs has led to massive sales within the fashion industry, 80% of visitors of Nordstrom's mobile platform are referred by influencers. Social media fashion influencers try new fashion products, adopt fashion trends and have power in what their audience purchases. Social media fashion influencers gain a following though promoting fashion products, and posting about their lavish lifestyles attained through their higher socioeconomic status. The attractive lifestyles of the influencers influence their followers to mimic their luxurious lifestyle and are allowed to consume the same products through social shopping services. In addition to brands themselves having direct access to social media users, many content creators have great influence over consumers. "Influencers" across all social media platforms have great power when it comes to where people shop and what they purchase. Influencer marketing has become one of the most effective marketing strategies for many fashion brands. These brand deals and creator partnerships are targeted towards Millennial and Gen Z consumers, specifically on Instagram and TikTok, and 74% of consumers have made a purchase simply because an influencer they follow had recommended it. === Trends === The connection between social media and fashion has become common. Influencer marketing has emerged as a necessity and crucial component of advertising. 85% of American businesses are presently using influencer marketing as part of their marketing plan. Wearing fashion brands is a method to show oneself at social gatherings. Through their clothing, people try to demonstrate how distinct they are. Some people who really desire to socially influence others through their fashion and style now have the possibility thanks to social media in the fashion sector. Customers who want to purchase fashion brands frequently follow fashion authorities on social media and heed their recommendations for purchasing fashion products. In January 2021, the Italian fashion house Bottega Veneta deleted all its social media accounts "to lean much more on its ambassadors and fans" to spread the com