What is it about?
We explore how exposure to relatable, niche, and intimate influencer content shapes preteens’ acquisition and enactment of four new consumption competences—combining‑freely, calibrating‑style, craftly‑curating, and creatively‑voicing—thereby impacting their peers’ socialization and dynamics of inclusion and exclusion in school.
Featured Image
Photo by Elise Coates on Unsplash
Why is it important?
Findings show influencer culture elevates consumerism as a primary marker of popularity, accelerates identity shifts, and can deepen social exclusion and wellbeing risks for children. Results call for stronger digital/consumer literacy in schools and greater accountability from brands and platforms.
Perspectives
At a time when discussions concerning social media usage and impacts on children's lives are at the forefront, our article timely discusses the effects of social media inlfuencers' content on preteens' consumption and peers' socialization. We hope to contribute to the debate concerning marketing professionals' responsibilities and public policies for children's well-being.
Adriana Schneider Dallolio
Universidade de São Paulo Campus Leste
Read the Original
This page is a summary of: Symbolic power among preteens: consumption competences and social media influence, European Journal of Marketing, August 2025, Emerald,
DOI: 10.1108/ejm-02-2023-0094.
You can read the full text:
Contributors
The following have contributed to this page
