Youth, Digital Influence, and Ethical Vulnerability: Belonging and Self-Perception in Influencer-Mediated Media

Shefqet Suparaku
Polis University

Abstract

Digital media has become an integral part of young people's daily lives, changing not only consumption patterns but also deeper processes of identity formation, self-evaluation, and social belonging. Among these dynamics, influencer-mediated content occupies a particularly relevant space, blurring the boundaries between personal expression, commercial messages, and social norms. This article explores how young people experience and interpret the ethical and social implications of influencer culture, with a specific focus on belonging, self-perception, and vulnerability in digital environments. The study is based on quantitative data collected from 300 young people aged 16 to 30 in Albania, a context characterized by high social media use and limited regulatory and educational frameworks regarding digital ethics. Using a structured questionnaire, the research examines exposure to influencer content, perceptions of ethical transparency, perceived social pressure, self-esteem, and decision-making processes. Statistical methods, including reliability analysis (Cronbach's Alpha), correlation tests, and ANOVA, were used to explore the relationships between key variables. The findings suggest that the influence of digital influencers is not expressed through direct or predictable effects on consumer decision-making, but rather through more subtle and relational processes, such as social comparison, internalized expectations, and the desire to conform to idealized representations of success, beauty, and lifestyle. Participants report a recurring ethical ambiguity surrounding sponsored content, along with persistent feelings of pressure across all age groups, indicating a shared form of digital vulnerability rather than isolated individual susceptibility. The article argues that influencer culture functions as a soft form of digital power, shaping how young people perceive themselves and their place within online and offline communities. By situating empirical findings within broader debates on belonging, ethical responsibility, and digital justice, this paper highlights the need for greater attention to youth agency, media literacy, and platform accountability in increasingly influential digital ecosystems.

Presentation