The Shadow of the Influencer: When Fame Becomes a Nightmare!

The Shadow of the Influencer: When Fame Becomes a Nightmare!

In the current discussion about the role and challenges of influencers, a study by the EBS University of Economics and Law shows that behind the glamorous image there is often a completely different reality. According to researchers including Dr. Katja Spörl-Wang, Prof. Dr. Franziska Krause and Prof. Dr. Sven Henkel, influencers, although they are considered prototypes of digital freedom, come into contact with a variety of psychological stresses and identity conflicts. A qualitative interview study was carried out with 31 lifestyle influencers from Europe, which offers insights into the complex lives of these personalities.

The study included influencers of various sizes, from nano to mega creators, with followers of up to 5.5 million. In around 29 hours of interview material, the challenges these creators face in everyday life were analyzed. A key finding is that increasing reach is often perceived as a limitation, which is directly related to the pressure to meet community expectations.

Paradoxical motivation patterns and their effects

The researchers identified five paradoxical motivational patterns that shape the behavior of influencers:

• Zugehörigkeit: Verlust echter Beziehungen und Angst vor Hasskommentaren.
• Prestige & Fame: Druck zur Selbstoffenbarung und das Gefühl des Kontrollverlustes.
• Selbstverwirklichung: Identitätserschöpfung durch ständige Präsenz.
• Freiheit: Anpassung an Regeln und Erwartungen der Plattform sowie der Follower.
• Finanzieller Erfolg: Zukunftsangst und monetäre Abhängigkeit.

The relevance of these findings extends beyond the individual challenges of influencers. Brands and agencies are required to take the career phase of influencers into account in order to develop sustainable partnerships. Young creators in particular should address their mental health and potential exit scenarios early on in order to better manage the risks. The full study is in Journal of Business Research published.

The influence of advertising on young people

Another aspect that is relevant in the context of influencers and their influence on society is the impact of their advertising, especially on young people. According to a study that surveyed over 1,000 teens about their consumption of influencer content, it appears that teens are particularly vulnerable to influencers' marketing strategies. Their perception of advertising as authentic and approachable often leads to so-called buying behavior, similar to classic advertising with celebrities.

A lack of impulse control in adolescence means that teenagers often have immediate purchase desires that they later regret, especially in financially strained situations. The study also reveals that educationally disadvantaged young people and materialistic children are particularly at risk. It is important here that a social media ban for young people is not seen as effective. Instead, the focus should be on education to enable young people to deal critically with influencer content.

A manual developed for school social work is intended to strengthen young people and promote their reflection on influencers. It contains modules for critically examining the lives of influencers and reflecting on friendships. The discussion about a labeling requirement for advertising by influencers also remains current, as this alone is not enough to protect young people. Education is necessary to sensitize both young people and adults to the mechanisms and risks of influencer advertising.