Finally, when collaborating with social media influencers (SMIs), luxury companies need to take into consideration the role of lurkers, as they are an indirect force driving what SMIs may post or share. Lurkers gradually develop expertise, and some regular lurkers may become more knowledgeable about luxury products than occasional luxury consumers. In other words, expert lurkers may find themselves para-doxically more knowledgeable than some SMIs, simply because lurking practices give them a structured and solid approach to generating knowledge. As lurkers engage in offline discussions about the type of content they see online, they may play a powerful role in shaping the preferences of other luxury consumers.