About this report
This report examines the impact of digital advertising and influencer marketing on shaping consumer behaviour within the family, particularly as influencers have increasingly become sources of recommendation and influence in purchasing decisions. It explains that the relationship between followers and influencers may develop into a trust-based or parasocial relationship, making advertising content more capable of influencing desires and purchasing choices.
The report also indicates that social comparisons, the portrayal of idealized lifestyles, and the fear of missing out on opportunities or offers may drive individuals toward impulsive buying and the adoption of materialistic consumer values. This can affect families by increasing financial pressure, raising levels of unplanned spending, and potentially creating tension within family relationships.
The importance of this report lies in linking digital advertising to family stability. It emphasizes the need to strengthen financial and media literacy, enhance transparency in advertising content, and empower families to engage consciously with marketing messages on social media.