Impact of social media influencers on youth political engagement in urban areas

Thesis Abstract

The increasing proliferation of social media platforms and the rise of social media influencers have significantly transformed the landscape of political communication and youth engagement in urban environments. This study investigates the impact of social media influencers on shaping political attitudes, knowledge, and participation among youth aged 18-30 in metropolitan areas, addressing the critical gap in understanding how these digital figures influence political behavior in densely populated settings. The primary aim is to examine the relationship between exposure to social media influencers and youth political engagement, with specific objectives to assess influencer credibility, content type, and perceived authenticity as mediators of this relationship. Employing a mixed-methods research design, the study combines quantitative survey research with qualitative interviews to capture a comprehensive understanding of the phenomenon. The quantitative component involves a structured questionnaire administered to a sample of 400 young urban residents selected through stratified random sampling to ensure representation across socio-economic and educational backgrounds. The questionnaire measures variables such as frequency of social media use, exposure to political content from influencers, political efficacy, and engagement activities. Data analysis utilizes multiple regression analysis to determine the predictors of political engagement and structural equation modeling (SEM) to explore the mediating effects of perceived authenticity and credibility. The qualitative component involves thematic analysis of semi-structured interviews with 20 purposively sampled participants to provide in-depth insights into individual experiences and perceptions regarding influencer impact. The study is grounded in the Uses and Gratifications Theory, which posits that audiences actively select media content to fulfill specific needs, and the Agentic Audience Theory, emphasizing the active role of viewers in interpreting influencer messages. These frameworks facilitate understanding of how youth interpret and act upon political information conveyed through social media influencers. It is anticipated that exposure to credible and authentic influencers positively correlates with increased political awareness, efficacy, and participatory behaviors. Preliminary hypotheses suggest that influencer credibility will significantly predict political engagement, mediated by perceived authenticity and overall content relevance. Expected findings include statistically significant relationships between influencer exposure and various dimensions of political engagement, such as voting intention, attendance at political rallies, and online activism. It is also expected that perceived authenticity and credibility will serve as crucial mediators, amplifying or attenuating the influence of social media content on youth political behavior. The study aims to contribute to scholarly discourse by elucidating the mechanisms through which social media influencers impact political motivations and actions among urban youth populations. By providing empirical evidence on influencer-driven political participation, the research offers practical insights for political communicators, policymakers, and social media strategists seeking to mobilize youth engagement. Furthermore, the findings will enrich theoretical understanding of digital influence within the framework of communication, political participation, and media effects theories. The study concludes that social media influencers constitute a potent channel for fostering political engagement, especially when credibility and authenticity are perceived as high. Based on these insights, the study recommends enhancing the authenticity and credibility of political content shared by influencers, promoting digital literacy programs to critically evaluate influencer messages, and leveraging influencer partnerships specifically aligned with civic education initiatives. Future research directions include longitudinal studies to assess the sustained impact of influencer exposure over time and comparative analyses across different urban contexts to understand cross-cultural variations in influencer influence on youth politics. Overall, the research underscores the transformative potential of social media influencers in shaping the political landscape among urban youth, highlighting the importance of strategic communication practices that foster genuine engagement.