Influencer Studies

Research Studies

This lab critically investigates  influencer marketing within social media ecosystems, with particular attention to their impact on young audiences and family dynamics. We interrogate structuralvulnerabilities such as the circulation of normative ideals, authenticity imperatives, and commercial commodification. At the same time, we explore how influencers can function as agents of positive social change bypromoting healthier behaviors and fostering a safer, more ethical influencer culture. Our research adopts a multi-method approach, engaging with influencers, followers, and expert stakeholders to unpack the interplaybetween platform logics, algorithmic visibility, and identity construction. We foreground ethical practices, transparency, and digital well-being as central to our inquiry. By mapping risks and opportunities within influencer economies, we aim to inform evidence-based strategies and policy interventions that enhance resilience, safety, and accountability across influencer ecosystems. 

Related projects 

• KIDFLUENCER project: Towards a Kid-Centric, Dynamic and Hybrid Theory of Consumer Socialization to Understand the Dynamics and Implications of the Kidfluencer Phenomenon
• Mag dit online?

• The role of persuasion knowledge in influencer marketing — Changyan Li

Lab Head

Marloes de Brabandere

Contact: Marloes.deBrabandere@UGent.be