THE INFLUENCE OF SOCIAL MEDIA INFLUENCERS ON YOUTH CONSUMER BEHAVIOR: A SOCIOECONOMIC AND PSYCHOLOGICAL REVIEW

This paper explores the growing prevalence of social media influencers in shaping consumer behavior among teenagers and young adults. It evaluates both psychological and economic impacts, including purchasing decisions, brand loyalty, and the rise of commerce driven by influencers. It reveals statistics that show the impact made on the everyday lives of individuals who spend time on social media. Influencers are found to play a significant role in shaping consumer behavior, with many consumers making daily, weekly, or monthly purchases based on recommendations made by influencers. As the influence of social media continues to expand, understanding this relationship becomes increasingly crucial for policymakers, educators, and marketing professionals looking to address the evolving dynamics of digital consumerism. With digital advertising budgets growing, the urgency to understand how these influencers subtly drive desires and behavior patterns that shape an entire generation’s values grows. Drawing from academic research, industry data, and real-world examples, this paper highlights how influencers act as both trendsetters and marketers, significantly altering how young people engage with online content and use it to make financial decisions. Furthermore, it considers how influencers contribute to the formation of digital consumer culture and how this culture shapes broader economic behaviors.