Impact of Social Media Influencers on Youth Political Engagement

Thesis Abstract

In recent years, the pervasive influence of social media platforms has fundamentally transformed traditional avenues of political engagement among youth, prompting an urgent need to understand the role of social media influencers in shaping political attitudes and behaviors within this demographic. This study explores the extent to which social media influencers impact youth political engagement, aiming to fill existing gaps in literature regarding the mechanisms through which influencer content influences political knowledge, participation, and mobilization among young audiences. The specific objectives include examining the perceived credibility of influencers, analyzing the relationship between exposure to influencer content and levels of political participation, and identifying key factors that mediate this relationship. Employing a quantitative research design, the study adopts a correlational approach grounded within the framing theory and the social cognitive theory to interpret how influencer messaging frames political issues and fosters observational learning among youth. The target population comprises social media users aged 18 to 30 years in urban areas of the metropolitan region, with a total population estimated at 2 million individuals. A stratified random sampling technique was used to select a sample of 400 respondents, ensuring proportional representation across age, gender, and educational backgrounds. Data were collected through structured questionnaires, incorporating Likert-scale items to assess perceptions of influencer credibility, frequency of social media use, political interest, and engagement behaviors. Validity and reliability of the instrument were established through expert reviews and a pilot test yielding a Cronbach's alpha coefficient of 0.87. Data analysis involved descriptive statistics to profile respondents' social media and political engagement behaviors, followed by multiple regression analysis to determine the predictive power of influencer credibility and exposure frequency on political participation. Structural equation modeling (SEM) was employed to explore mediating effects of political knowledge and media literacy. The study hypothesizes that higher perceived credibility and frequent exposure to social media influencers are positively associated with increased political engagement among youth, mediated by enhanced political knowledge and motivation. Expected findings suggest that social media influencers with perceived authenticity and expertise significantly correlate with heightened political awareness and participatory behaviors in youth, such as voting, protesting, or online activism. The regression analysis is anticipated to reveal that influencer credibility explains a substantial proportion of variance in political engagement, while SEM results may indicate mediating roles for political knowledge and media literacy skills. These findings are expected to underscore the influence of influencer characteristics and content framing in fostering active political participation among young social media users. This research advances knowledge by integrating framing and social cognitive theories to elucidate the influence pathways of social media influencers on youth political behavior, providing empirical evidence relevant for political communicators, media practitioners, and policymakers aiming to leverage digital influencers for civic education initiatives. The study contributes to the scarce literature on influencer-mediated political socialization among young adults in urban settings, offering a nuanced understanding of the digital factors shaping modern political landscapes. Concluding, the study recommends strategic collaborations with credible social media influencers to enhance youth political literacy and engagement, as well as policy interventions to regulate misinformation and enhance digital civic education. It also suggests avenues for future research, including longitudinal studies to assess causal relationships and qualitative inquiries into youth perceptions of influencer authenticity and influence in political contexts. Overall, the findings highlight the pivotal role of social media influencers in empowering a politically active youth demographic within contemporary digital societies.