Young people’s internet use, social media activity, and engagement with social media influencers

Abstract

Social media has radically altered corporations’ marketing of unhealthy products to young people. Social media influencers embody these shifts, and yet – particularly in an Aotearoa New Zealand context – we know little about the nature or extent of their practices. Influencers are part of covert, under the radar marketing strategies unique to social media. These blur lines between usergenerated and commercial content, making existing public health marketing regulations less effective. To explore these practices, we conducted a research project entitled Instagram influencers, unhealthy products, and covert marketing to young people (funded by a Health Research Council New Zealand Explorer Grant). Focusing on alcohol, tobacco, and vaping, this research used innovative methodologies to explore influencer marketing on Instagram. The research project involved three stages: 1) a survey with young people; 2) an analysis of influencer accounts; and 3) interviews with influencers. This report focuses on the stage one survey, and presents findings that provide the context and background for the broader project. It outlines the methods employed in undertaking the survey, a description of the sample, and findings related to access to digital devices, internet access and use, social media activity, and respondents’ engagement with influencers.