Digital Influencers Redefine Youth Identity and Consumer Culture

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(“너만 뒤처지고 있어!”, 불안감 조성하는 소비 유혹, 김근엽, 2021)

 

 In today's society, social media influencers have become a force with significant influence on adolescents. Platforms such as Instagram, YouTube, and TikTok are changing the way adolescents express themselves and perceive the world beyond simple communication spaces. In these changes, influencers have become more than content creators, but are a major social influence that forms the identity and consumption culture of adolescents.

 

 In recent years, teenagers have quickly followed and consumed fashion, cosmetics, food, and travel destinations introduced by influencers. According to the Review Corporation survey, a marketing report in 2025, more than 70% of respondents in the MZ generation (in their 10s and 30s) said they had purchased a real product after seeing an influencers’ recommendation. As such, influencers' content directs adolescents' consumption behavior, and the criteria for "what to buy and how to consume" are often determined by online trends rather than personal discernment.

 

 Experts are also paying attention to this phenomenon. Dr Robin Stern(2024) of Yale University in the United States, said the way influencers persuade adolescents to purchase services or products has a negative effect similar to the psychological manipulation of "gaslighting," which may harm mental health. This can lead to negative results that increase self-comparison and anxiety.

 

 However, influencer culture is not all negative. Some influencers are a good influence and promote positive messages such as environmental protection, mental health awareness, and other social issues. The important thing is for adolescents to engage with various content critically and not lose their authenticity.

 

 In conclusion, the SNS influencer is renewing the social perception and consumption culture of adolescents. However, there are two sides to influence. In the future, rather than blindly following the influence of influencers, it is necessary to develop media literacy, the ability to think and choose for oneself. Only then will adolescents be able to maintain their individuality and values without being swayed by ever-changing social media trends.

 

By Staff Reporter Kim Yeyoung (1-7)