Young adults’ motivations for following social influencers and their relationship to identification and buying behavior

Adolescents and Young Adults Use of Social Media and Following of e-Cigarette Influencers

BACKGROUND

With high rates of both e-cigarette and social media use among adolescents and young adults (AYAs), social media influencers who promote e-cigarettes are particularly concerning but are understudied. We examined the association between AYAs' use of 11 different social media platforms (e.g. Facebook, Twitter, Instagram, TikTok, and YouTube) and exposure to social media e-cigarette influencers.

OBJECTIVES

From November 2022 to February 2023, we conducted an online, US national survey of AYAs (14-29 years) who endorsed past-30-day e-cigarette use. We used binomial logistic regression to examine associations between the frequency of use of each social media platform and following e-cigarette influencers, controlling for age, sex, race, ethnicity, e-cigarette use frequency, and other tobacco and substance use (i.e., alcohol and cannabis). The model was stratified by adolescents (14-17 years; n = 293) and young adults (18-29 years; n = 654).

RESULTS

The most frequently used social media platforms were Snapchat, TikTok and Instagram among adolescents, and YouTube, Instagram and TikTok among young adults. In adjusted models, following e-cigarette influencers was associated with more frequent use of TikTok (adjusted odds ratio [95% CI]; 1.33 [1.05, 1.68]) and Pinterest (1.18 [1.02, 1.38]) among adolescents, and more frequent use of Twitter (1.17 [1.06, 1.29]) among young adults.

CONCLUSIONS

The use of different platforms was associated with exposure to e-cigarette influencers: TikTok and Pinterest among adolescents and Twitter among young adults. These findings can inform tobacco regulatory policy and social media platform restrictions of e-cigarette influencers on the platforms that are popular among AYAs.

YouTube vloggers set the stage: How public (non)compliance with COVID-19 regulations affects adolescents

INTRODUCTION

YouTube vloggers may be important socialization figures, yet their influence on adolescents' health-related behaviors and cognitions is largely untested. In this two-study mixed-method project, we first assessed the extent of (non)compliance to COVID-19 regulations by vloggers on YouTube and how viewers reacted to this. Second, we experimentally assessed the effects of vlogger behavior paired with viewer evaluations on adolescents' COVID-19-related attitudes, intentions, and behavior.

METHODS

For Study 1, we coded 240 vlogs of eight popular Dutch vloggers on YouTube recorded in the period of February 2020-March 2021. For our 2 × 2 between-subjects experiment in Study 2, Dutch adolescents (N = 285, Mage = 12.99, SD = 1.02, 41.8% girls) were randomly assigned to conditions in which they saw vlogs showing either compliance or noncompliance to COVID-19 regulations, and to conditions in which they saw either supportive or dismissive comments under these vlogs.

RESULTS

Study 1: Vloggers' noncompliance with COVID-19 regulations was not uncommon and received relatively more viewer support than compliance, suggesting that portrayed noncompliance may be potentially influential. Study 2: Adolescents were more worried about COVID-19 after they watched a compliant (vs. noncompliant) vlogger. Also, vlogger noncompliance decreased adolescents' perceived importance of COVID-19 regulations and rule-setting for adolescents who identified strongly with the vloggers they watched.

CONCLUSIONS

Vloggers' (non)compliance affects adolescents' COVID-19-related worrying, and attitudes and behavior of adolescents who identify with vloggers strongly. This seems concerning given the sometimes harmful and risky behaviors vloggers portray online but could potentially also be employed to encourage healthy behaviors.

Improving adolescents' HIV/AIDS prevention behavior: A phenomenological study of the experience of planning generation program (GenRe) ambassadors as peer educators

Background

Adolescents face increased vulnerability to HIV/AIDS due to factors such as insufficient knowledge and awareness, stigma, and restricted access to information. The Indonesian government initiated a peer education program through the Planning Generation Program (GenRe) ambassadors. These ambassadors are tasked with educating their peers about HIV/AIDS. However, their experiences are largely underexplored.

Objective

This study aimed to explore the GenRe ambassadors' experience in improving adolescents' HIV/AIDS prevention behavior.

Methods

This study employed a qualitative phenomenological approach, with in-depth and semi-structured interviews of GenRe ambassadors who had served for at least three to six months within the South Jakarta Health Sub-Department, Indonesia. Purposive sampling and data saturation techniques were utilized. Data were collected from 13 May to 31 August 2022, and Colaizzi's steps were used to guide the data analysis.

Results

Nineteen GenRe ambassadors participated, predominantly female university students ages 18-22. Six themes were developed: 1) the impact of GenRe ambassadors' roles in improving HIV/AIDS prevention behavior, 2) activities to improve HIV/AIDS prevention behavior, 3) enhancement of self-concept as GenRe ambassadors, 4) obstacles to activities for improving HIV/AIDS prevention behavior, 5) support for activities to improve HIV/AIDS prevention behavior, and 6) hope for improving the GenRe ambassador program's implementation.

Conclusion

GenRe ambassadors are influencers who play a critical role in promoting HIV/AIDS prevention behaviors and fostering positive change in the broader youth community. Despite their positive self-concept, they encounter challenges in fulfilling their roles. Utilizing their insights, community health nurses can create effective peer-led HIV/AIDS prevention programs and contribute to a model of health promotion for adolescents. Leveraging the role of GenRe ambassadors as peer educators is recommended to enhance HIV/AIDS prevention efforts among adolescents.

Promotion of an Algorithm-Based Tool for Pregnancy Prevention by Instagram Influencers

Objective: Despite growing concerns that some digital algorithm-reliant fertility awareness-based methods of pregnancy prevention are marketed in an inaccurate, opaque, and potentially harmful manner online, there has been limited systematic examination of such marketing practices. This article therefore provides an empirical examination of how social media influencers have promoted the fertility tracking tool Daysy on Instagram. We investigate: (1) how the tool is framed in relation to pregnancy prevention using Health Belief Model (HBM) constructs, and (2) the promotional and disclosure practices adopted by influencers. Materials and Methods: We collected Instagram posts mentioning Daysy made between June 2018 and May 2022 using the tool CrowdTangle. Using a qualitative content analysis approach, we coded a random sample of 400 Daysy posts. This yielded 122 Instagram influencer posts promoting Daysy for pregnancy prevention that we coded for promotional content and HBM constructs. Results: Posts originated primarily from Europe (n = 62, 50.82%) and the United States (n = 37, 30.33%). Findings indicate that barriers to use (n = 18, 15.57%) and the severity of risks from unplanned pregnancy (n = 8, 6.56%) were rarely conveyed, whereas benefits of use (n = 122, 100%) and the severity of risks of hormonal contraception (n = 31, 25.41%) were covered more extensively. Only about one third of posts disclosed any formal relationship to the brand Daysy. Conclusions: With many posts emphasizing benefits and obscuring potential limitations, we argue that accurate and transparent information about the effectiveness and limitations of fertility tracking technologies is critical for supporting informed decision-making and, as such, should remain a public health priority.

Young adults' sought gratifications from, and perceptions of food advertising by, social media influencers: a qualitative approach

BACKGROUND

This study aims to explore young adults' sought gratifications from social media influencers and whether they are exposed to food advertising by influencers. Further, it aims to understand how young individuals perceive food advertisements by social media influencers.

METHODS

This qualitative study was conducted on 17 students from two public universities-King Abdul Aziz and Jeddah universities-located in the City of Jeddah, Saudi Arabia, using in-depth, face-to-face, and semi-structured interviews. The participants were active users of social media platforms who followed at least one influencer. Thematic analysis was used to analyse the data. The COREQ guidelines for reporting qualitative research (see Additional file 2) were followed when stating the findings.

RESULTS

The findings reveal ten themes, that is, seven gratifications sought by young adults-broadening knowledge, perceived usefulness, self-improvement, boosting positivity, fostering morale, reinforcing inspiration, and passing time/enjoyment-and three themes (i.e. repeated, authentic, and unhealthy) that describe how Saudi young adults perceive food advertising.

CONCLUSION

This study contributes to social media influencer marketing by identifying the factors that motivate young consumers to follow influencers, and it elucidates the extent to which young adults are exposed to food marketing, adding to the body of literature on food advertising.

Online compulsive buying-shopping disorder and social networks-use disorder: More similarities than differences?

BACKGROUND

Studies in convenience, non-clinical samples of young adults suggest overlap between online compulsive buying-shopping disorder (OCBSD) and social-networks-use disorder (SNUD). Considering the dearth of research, this study investigated OCBSD and SNUD in clinical samples.

METHODS

Women with either OCBSD (n = 37) or SNUD (n = 41) were compared regarding sociodemographic variables, use time of the first-choice application, OCBSD/SNUD severity, general internet use, impulsivity, materialism, perceived chronic stress and the frequency of viewing posts of influencers and the urge to visit shopping websites or social networks after viewing influencer posts.

RESULTS

Women in the OCBSD group were older, more often employed, had less often a qualification for university entrance, indicated a lower daily use time of the first-choice application and higher materialistic values as compared to those in the SNUD group. No group differences emerged regarding general internet use, impulsivity and chronic stress. Regression models indicate that chronic stress predicted the symptom severity in the SNUD but not in the OCBSD group. The SNUD group reported a higher frequency of viewing influencer posts as compared to the OCBSD group. The urge for online shopping or using social networks after viewing influencer posts did not significantly differ between both groups.

CONCLUSION

The findings suggest commonalities and distinct features of OCBSD and SNUD which require further investigation.

Influencer Worship and Self-Connection with the Promoted Brands on Social Media: Why Benign Envy and Trait Competitiveness Matter

The objective of this study was to investigate the relationship between influencer worship and consumers' self-connection with the brands promoted by the influencer in social media contexts. Data from 698 active social media users who follow influencers were collected to test the conceptual framework. The findings support the positive link between influencer worship and consumers' self-connection with the brands promoted by the influencer on social media and suggest that this relationship is mediated by the activation of benign envy. The results also confirm the positive moderating effect of trait competitiveness on this relationship. Specifically, the effect is stronger for individuals with a higher level of competitive orientation. The findings contribute to the understanding of the relationship between influencers and their followers through computer-mediated environments. Theoretical contributions and managerial implications are presented.

Technology supports me: Perceptions of the benefits of digital technology in adolescents

Background

Technology plays a significant role in the lives of adolescents. Our knowledge is predominantly based on research exploring the risks associated with it, but adolescents also feel that technology supports their lives. This has received less consideration. Therefore, we aim to examine how adolescents perceive the benefits of digital technology.

Methods

We used qualitative data collected as part of the international Health Behaviour in School-Aged Children study. We conducted online, semi-structured interviews with 15 Slovak adolescents who came from three different types of secondary schools based on their graduation systems (mean age: 15.33; 20% boys). The data were analyzed using consensual qualitative research and thematic analysis.

Results

We identified five main themes based on the comments of adolescents: 1. I know (source of information, formal and non-formal education); 2. I can (smart device, helpful tool); 3. I am connected/included (social interactions); 4. I have my comfortable place (leisure time, creating my alternative world); and 5. I work on my future (self-development).

Conclusion

Adolescents perceived digital technology as mostly supportive and a helpful tool in their lives. The potential benefits of digital technology should be better reflected in public perception and policy, as the societal debate is mostly dominated by perceived disadvantages and risks.

Understanding interaction rituals: The impact of interaction ritual chains of the live broadcast on people’s wellbeing

With the global pandemic of COVID-19, it has been striking psychological burdens on individuals. Under this background, more and more people get wellbeing by watching live broadcasts. However, the psychological mechanism behind this phenomenon is still a black box. This study finds that when people watch a live broadcast and interact with anchors and other people, an interaction ritual chain is formed, and emotional energy is generated, thus making people experience and understand the meaning of the live interaction ritual chains. Under the effect of the meaning transfer model, people will generate wellbeing. Specifically, the basic meaning of live interaction (emotional meaning and functional meaning) drives people’s generation of wellbeing. The meanings of self-participation, self-display, self-concept, and self-renewal play a role in mediation in enhancing people’s wellbeing with the basic meaning of live broadcast interaction.

PERVAINCONSA Scale to Measure the Consumer Behavior of Online Stores of MSMEs Engaged in the Sale of Clothing

The objective of the research was to validate an instrument designed to measure the variables value perception, purchase intention, trust, and satisfaction of Micro, Small and Medium Enterprises (MSMEs) dedicated to selling clothing. The PERVAINCONSA Scale (acrostic formed with the initial letters of the Spanish words “Percepción de Valor”, “Intención de Compra”, “Confianza” and “Satisfacción”) was constructed. A total of 238 questionnaires were collected from users of online clothing stores in Peru, Mexico, and Colombia (38.7% men and 61.3% women) with an average age of 24.29 years (SD = 8.04). The KMO and Barlett’s test was 0.958. Confirmatory factor analysis provided an excellent model (χ2 = 372.76, gl = 164; χ2/df = 2.27; CFI = 0.956; RMSEA = 0.073, SRMR = 0.035; and Pclose = 0.00). The model showed good scale reliability given that the composite reliability index (CFI), and all values exceeded the minimum threshold of 0.6. The results suggest that this first version of the PERVAINCONSA presents adequate psychometric evidence to measure value perception, purchase intention, trust and satisfaction in consumers of online stores in Peru, Mexico and Colombia. Thus, it seeks to contribute to the advancement of the scientific study of these important variables in the study of consumer behavior in Latin America.