The Impact of Influencer Culture on Children

Noor Afzaliza Nazira Ibrahim, Ahmad Muhaimin Adam Malek, Sarah Safiya Azhar Sham, Aisyah Anuar, Mia Allisya Muhammad Najib, Mia Allisya Muhammad Najib, Maizatul Haizan Mahbob and Nazri Kahar
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Noor Afzaliza Nazira Ibrahim: Faculty of Communication and Media Studies, Universiti Teknologi MARA, Cawangan Melaka Kampus Alor Gajah, KM 26 Jalan Lendu, 78000 Alor Gajah, Melaka, Malaysia
Ahmad Muhaimin Adam Malek: Faculty of Communication and Media Studies, Universiti Teknologi MARA, Cawangan Melaka Kampus Alor Gajah, KM 26 Jalan Lendu, 78000 Alor Gajah, Melaka, Malaysia
Sarah Safiya Azhar Sham: Centre for Research in Media and Communication, Universiti Kebangsaan Malaysia Bangi, Malaysia
Aisyah Anuar: N/A
Mia Allisya Muhammad Najib: N/A
Mia Allisya Muhammad Najib: N/A
Maizatul Haizan Mahbob: N/A
Nazri Kahar: N/A

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 2, 3030-3035

Abstract: In the digital age, influencer culture has become a dominant force shaping the perceptions, behaviors, and aspirations of children. Social media influencers, often perceived as role models, significantly impact children’s self-esteem, consumer behavior, and worldview. On the positive side, influencers can provide educational content, inspire creativity, and foster a sense of community. However, the downsides include unrealistic beauty standards, materialism, addiction to social media, and potential exposure to inappropriate content. The persuasive nature of influencer marketing also raises concerns about children being vulnerable to manipulative advertising and peer pressure. Furthermore, the curated lifestyles presented by influencers may contribute to feelings of inadequacy and anxiety among young audiences. Parental guidance, media literacy, and regulatory measures play crucial roles in mitigating these risks while promoting a balanced and informed approach to social media consumption. This study underscores the need for increased awareness regarding the influence of digital personalities on children’s cognitive and emotional development, advocating for responsible content creation and consumption.

Date: 2025
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