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What are the youth's views on digital influencer marketing?

Influencer marketing

Political communication

Digital marketing

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The youth's views on digital influencer marketing are multifaceted. Research indicates that young consumers are increasingly critical of traditional advertising. They find influencer marketing more relatable, humane, and easily accessible, despite some skepticism about trusting influencers' recommendations. Additionally, influencers' content can influence political attitudes among the youth, with exposure increasing perceived simplification of politics (PSP). This PSP can lead to higher political cynicism but also stimulate interest in politics, especially when influencers address environmental topics and gender equality. Overall, the youth's attitudes towards digital influencer marketing are influenced by factors such as trust, authenticity, relatability, and the influencers' impact on serious topics like politics .

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Journal Article•DOI Politics – Simply Explained? How Influencers Affect Youth’s Perceived Simplification of Politics, Political Cynicism, and Political Interest Desirée Schmuck, Melanie Hirsch, Anja Stevic, Jörg Matthes - Show less +3 more 24 Mar 2022-The International Journal of Press/Politics 8 Citations	Youth's views on digital influencer marketing are influenced by perceived simplification of politics, leading to political cynicism and interest, especially with environmental and gender equality topics.
Open access•Journal Article•DOI Influencers as a segment of digital marketing communication: Generation Y attitudes Valentina Vukmirović, Milica Kostić-Stanković, Ivana Domazet - Show less +2 more 01 Jan 2020-Marketing Science 2 Citations	Generation Y in Serbia views influencer marketing positively, with a focus on social media as a key information source. The research explores attitudes towards influencers in contemporary marketing communication.
Open access•Journal Article•DOI Perception of Influencers among Young Consumers: An Overview of Marketing Communication Practices in Social Media from a Social Comparison Perspective Murat Çelik, Uğur Bakir, Selçuk Bazarcı - Show less +2 more 15 Sep 2022	Young consumers perceive influencers positively if they feel a connection, with upward assimilation dominant. Negative emotions like jealousy arise from upward contrast, while inadequacy triggers downward contrast. Negative reactions occur when influencers share excessive advertising content.
Open access•Dissertation Influencer Marketing on Instagram – The perspective of young consumers towards beauty industry using influencers as a marketing strategy Katja Matomäki 01 Jan 2019	Young consumers are skeptical about trusting influencers' beauty product recommendations but find influencer marketing relatable, humane, and accessible, emphasizing the importance of authenticity for building trust in influencer marketing.

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