The Superpower of Digital Influencers: Heroes or Villians? Impact on Children

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Author(s): Mariana Retorta (FCSH, Universidade Nova de Lisboa, Portugal)and Alexandre Duarte (ICNOVA-FCSH, Universidade Nova de Lisboa, Portugal)
Copyright: 2026
Pages: 32
Source title: Digital Platforms and Managing Brand Crises
Source Author(s)/Editor(s): Jorge Remondes (CEOS.PP, ISCAP, Polytechnic of Porto, Portugal)and Ana Pinto de Lima (CEOS.PP, ISCAP, Polytechnic of Porto, Portugal)
DOI: 10.4018/979-8-3373-2367-1.ch012

Keywords: Business Science Reference / Digital Communications / Marketing and Consumer Behavior / Media & Communications

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Abstract

The popularity of UGC and digital influencers has drawn the attention of brands, who are now using it as a new communication tool. Children engage with social media at increasingly younger ages, making digital celebrities an effective channel to reach them, who are still in a premature stage of intellectual development. This study employs a mixed-methodology to answer the research question: How does Influencer Marketing impact children? What are the possible reasons that make them more susceptible to the persuasive power of digital influencers? It concludes that the influence of these celebrities on their young followers extends beyond consumption habits and is generally positive. However, it can be harmful, depending on how they wield their influence. Other factors contributing to children's vulnerability to this strategy include their trust in certain influencers, their limited advertising literacy, and the inadequate identification of sponsored content, which prevents children from critically evaluating paid content

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