“Människan är ju inte immun såklart att man påverkas” En kvalitativ studie om hur unga vuxna upplever konsumtionskulturen från influencers

Abstract

This qualitative study investigates how young adults experience and respond to consumption- culture communicated through influencers on social media. The aim is to deepen the understanding of how individuals aged 18-22 relate to digital consumer culture in a society where social media plays a central role in shaping identity and values. Through semi-structured interviews, the study explores both the experience of consumer influence and everyday forms of resistance. The data was analysed using thematic analysis to identify key patterns and recurring themes. It reveals a complex and ambivalent relationship between young adults and influencers. Participants often express a sense of fatigue and critical awareness toward consumerist messages, yet they continue to follow and engage with influencer content. This coexistence of attraction and aversion illustrates the paradox many young adults navigate in digital environments. While participants demonstrate an awareness of the negative environmental and social impacts of their consumptions, they often find it difficult to act fully in line with their values due to peer norms and social media driven trends. This results in a state of consumption ambivalence, where critical reflection exists alongside continued participation in consumer-culture. The study also shows that resistance is often subtle, showcasing in acts like unfollowing influencers, avoiding certain types of content or discussing consumption critically in private settings. By making these dynamics visible, the study offers a deeper understanding of how young adults experience consumption and resistance on social media.