Through completing my 48-hour log I discovered that I spent a vast amount of time on Instagram and found I was personally influenced to purchase products which had been promoted by accounts that I follow consisting of people I personally know as well as influencers. I began to wonder how social media impacts peoples spending habits and consumerism, and how easily influenced a consumer can be with little information about the product itself. I am interested in the societal and psychological impact Instagram, and influencers have. I want to research how it affects young adults, both financially, physically, and mentally. I have decided that my research project will be focusing on how the rise of e-commerce affects an audience.

 

The term Instagram influencers has grown massively in the past few years, with the role even becoming a full-time job and an aspirational career for some. Defined by DigitalMarketing.org, “Instagram influencers are regular Instagram users but with a unique ability to influence others, well-established credibility, and a considerably large audience. From a marketing perspective, an influencer is defined as a person with the power to influence potential buyers of a product or service.” 

 

These influencers play a significant role in a brands marketing strategy but can have such a detrimental impact on other users on the app. Constant pressure to purchase items, the demand to fit typical aesthetics in today’s society, and enforcement to live a certain lifestyle that in reality is unattainable. Influencers promote a lifestyle that is unethical, and unsustainable to an ordinary person with a minimal income. This can then lead to a rise in mental health issues, as well as create a financial burden on individuals. 

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Henderson, G. (2020, November 12). What Is An Instagram Influencer? DigitalMarketing.Org. https://www.digitalmarketing.org/blog/what-is-an-instagram-influencer