Who Relies on Social Media Influencers for Political Information? A Cross-Country Study Among Youth

Abstract

Social media influencers (SMIs) are defined as regular individuals who become well-known via self-branding on social media. Youth use content posted by SMIs not just for entertainment, but also for political information. However, we know little about which groups of young people are most likely to be exposed to their political messages or why some youth seem to favor SMIs’ political information over news content from other sources. Inspired by the selective exposure paradigm, this cross-country study conducted between April 2022 and March 2023 explored which variables positively relate to selecting SMIs as primary political information sources among a quota-based sample of emerging adults (16–22 years old) in Germany ( N = 559) and Belgium ( N = 495). We focused on dispositional factors, namely young people’s political predispositions (e.g., subjective political knowledge, institutional mistrust) and source perceptions (e.g., perceived expertise, perceived opinion leader functions), that may be associated with selecting SMIs for political information. Overall, 59 percent of youth in our study were able to name a favorite political SMI. In this analytical sample, youth who were male, politically active, or ascribed opinion leader functions to SMIs were likely to consider them central political information sources. Moreover, country-specific multi-group analysis showed that, in Germany, low subjective political knowledge and parasocial relationships developed with SMIs were linked with relying on them for political information.