| Abstract: |
This study explored the role of social media influencers as role models and their impact on children's consumption habits. The primary objective was to assess the extent to which these influencers shape children's purchasing behaviors and serve as influential figures in their decision-making processes. Grounded in the Social Learning Theory, the study employed Focus Group Discussions (FGDs) as its research design, involving 60 participants drawn from three primary and secondary schools in Abakaliki. Textual analysis was utilized to interpret the data collected. Findings revealed that social media influencers significantly affect children's consumption patterns, with many children reporting a tendency to purchase products endorsed or used by these influencers. Psychological factors such as trust and emotional attachment, along with social influences like peer pressure, were identified as key drivers of children's responsiveness to influencer content. The study contributed to expanding literature on influencer marketing by highlighting how children's perceptions, motivations, and emotional connections to influencers shape their consumer behavior. Based on these insights, the study recommended that social media platforms enforce stricter regulations for influencer content targeting children, ensuring transparency in advertising and promoting responsible consumption to minimize undue influence. |
