Influencers, Children and Adolescents, Consumers Behavior, Social Media, Media Literacy.

This study focuses on the influence of social media influencers on the consumer behavior of children and adolescents aged 10 to 17. With the growing popularity of social platforms among the younger generation, influencers are becoming key figures not only in shaping leisure activities but also in influencing purchasing decisions. The main aim of the research was to determine the extent to which young people are affected by influencers' product recommendations, what kinds of products they purchase, and whether they are able to recognize advertising content.The research was conducted using a quantitative questionnaire survey, supplemented by a short media literacy test. The questionnaire included questions about time spent watching influencers, preferred platforms (e.g., YouTube, TikTok, Instagram), types of products purchased (cosmetics, clothing, games, etc.), and the ability to distinguish between regular content and sponsored promotions. The results showed that most respondents had previously purchased a product based on an influencer's recommendation, while their ability to identify advertising elements was often limited.The findings highlight the need to strengthen media education and critical thinking among elementary and secondary school students. The article also opens a discussion on the ethical aspects of influencer marketing and the need for its regulation in relation to underage audiences.

This study focuses on the influence of social media influencers on the consumer behavior of children and adolescents aged 10 to 17. With the growing popularity of social platforms among the younger generation, influencers are becoming key figures not only in shaping leisure activities but also in influencing purchasing decisions. The main aim of the research was to determine the extent to which young people are affected by influencers' product recommendations, what kinds of products they purchase, and whether they are able to recognize advertising content.The research was conducted using a quantitative questionnaire survey, supplemented by a short media literacy test. The questionnaire included questions about time spent watching influencers, preferred platforms (e.g., YouTube, TikTok, Instagram), types of products purchased (cosmetics, clothing, games, etc.), and the ability to distinguish between regular content and sponsored promotions. The results showed that most respondents had previously purchased a product based on an influencer's recommendation, while their ability to identify advertising elements was often limited.The findings highlight the need to strengthen media education and critical thinking among elementary and secondary school students. The article also opens a discussion on the ethical aspects of influencer marketing and the need for its regulation in relation to underage audiences.