ARCHIVES
VOL. 7, ISSUE 5 (2025)
Role of social media influencers in moulding political orientation of youth
Authors
Akshit Changani, Dr. Kishan Yadav
Abstract
Social media influencers (SMIs) have become
significant digital players in young people's lives, particularly in the
sociopolitical context of India. With an emphasis on platforms like Instagram,
YouTube, and TikTok, this study examines the effects of SMIs on Indian youth's
political perspective. In order to determine the relationships between
influencer trust, exposure frequency, and changes in political beliefs, the
study uses a sample of 300 respondents and sophisticated statistical techniques
such as factor analysis, multiple regressions, ANOVA, and correlation analysis.
The findings show that more political engagement and ideological realignment
are substantially correlated with users' confidence in influencers and how
frequently they interact with them. There is a digital difference in political
persuasion, as evidenced by the finding that urban adolescents are more
vulnerable to such influence. The factor analysis further reveals authenticity,
relatability, and entertainment value as key content dimensions driving
engagement. The research contributes to the discourse on political
communication by illustrating the persuasive power of digital influencers and
underlining the necessity of digital literacy in mitigating potential
misinformation.
Download
Pages:72-77
How to cite this article:
Akshit Changani, Dr. Kishan Yadav "Role of social media influencers in moulding political orientation of youth". International Journal of Social Science and Humanities, Vol 7, Issue 5, 2025, Pages 72-77
Download Author Certificate
Please enter the email address corresponding to this article submission to download your certificate.