THE RISE OF SOCIAL MEDIA AND ITS IMPACT ON TEEN SPENDING

The rapid growth of social media has transformed the way adolescents engage with consumer culture. Influencers, who often build large followings by presenting relatable lifestyles and promoting trends, play a central role in shaping teen spending habits. Unlike traditional advertising, influencers create a sense of trust and emotional connection through parasocial relationships, making their recommendations feel more authentic. This research explores how influencers drive adolescent purchases, focusing on patterns of discretionary spending, the psychological impact of influencer relatability, and the broader implications for financial decision-making among teens.