Why Do People Trust and Buy from Real People on Social Media?

I feel like we all trust and buy from other people we know on social media because we want to feel like we are a part of something. I sure do love supporting people I see less than 3 degrees of separating away from me.

We want to know that the person we're are following have gone through similar struggles as us and has found a way to overcome them. I like to feel relatable rather than... unattainable.