Associations of influencer marketing in adolescent followers: from product desires to conflict

Purpose – Influencer marketing has become a pervasive strategy targeting adolescent consumers. While previous research has demonstrated its effectiveness in fostering product desire, such heightened desire may also cause intrapersonal conflict and interpersonal conflict. This study aims to investigate these unintended consequences. Design/methodology/approach – Two cross-sectional surveys of adolescents aged 14–18 examined links between exposure to marketing by favorite influencers and product-related cognitions. Study 1 (n = 599) focused on cravings, post-purchase dissonance and social conflict drawn from the impulsive-buying literature. Study 2 (n = 594) investigated associations with affect-driven impulsive purchasing and adolescent compulsive buying. Findings – Perceived exposure to influencer marketing was positively associated with impulsive-buying tendencies and related conflict. Study 1 found that higher exposure predicted stronger cravings and in turn greater post-purchase dissonance and increased social conflict. Study 2 showed that exposure was also linked to affect-driven impulsive and compulsive buying. These effects were stronger among adolescents who viewed influencers as friends or idols, underscoring the moderating role of parasocial relationships and wishful identification. Research limitations/implications – The findings contribute to ongoing debates on adolescent consumer protection and offer guidance for designing evidence-based educational programs that empower adolescents to critically reflect on influencer marketing and its impact on their purchase intentions and behavior. Originality/value – This research advances understanding of the psychological and behavioral correlates of influencer marketing among adolescents and underscores the potential of influencer–follower dynamics to function as a stressor in consumer decision-making.