Advanced International Journal for Research

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Influencer Marketing and Adolescent Buying Behavior: A Quantitative Survey Across Key Product Segments

Author(s) Dr. N. Rajalingam, Hasini Anand
Country India
Abstract Teenagers, especially those between twelve, eighteen who spend time on social media, often buy things because of people they follow online. These online personalities really affect what teens choose to purchase. We asked 500 people in a survey about how much a promoter’s trustworthiness, how well the content fits their interests, how often they see posts, affect their desire to buy things like clothes, gadgets, makeup, workout items, or groceries. People are much more likely to buy something when they trust the person promoting it, interact with the content often, or find the content useful. Data shows a clear link between trustworthiness, frequent interaction, relevant content, a willingness to buy. Stronger trust means a bigger impact on sales. More interaction also boosts sales. Helpful content improves sales too. Looking at where people get shopping ideas, Instagram works best, inspiring purchases from 38% of customers, who rate it 4.6 out of 5. YouTube comes next, affecting 34% of shoppers with a 4.4 rating. TikTok influences 28% of people, earning a 3.9 rating. The research showed teens view smaller influencers as more real, easier to connect with, when compared to larger influencers. This builds confidence, making them more likely to buy things. Good content that people trust, regular interaction, approaches tailored to each platform, honesty, responsible behavior all matter when influencers market to young people.
Keywords teenagers, online platforms, Instagram, YouTube, and TikTok.
Published In Volume 6, Issue 5, September-October 2025
Published On 2025-10-09
DOI https://doi.org/10.63363/aijfr.2025.v06i05.1555
Short DOI https://doi.org/g96fw6
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