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Mode n-day socializa ion agen s : The connec ion be ween social media in luence s,
ma e ialism, and pu chase in en ions o Finnish young people
© Au ho s 2023
Published e sion
Tuominen, Jesse; Ran ala, Ee o; Reinikainen, Hanna; Wilska, Te hi-Anna
Tuominen, J., Ran ala, E., Reinikainen, H., & Wilska, T.-A. (2023). Mode n-day socializa ion
agen s : The connec ion be ween social media in luence s, ma e ialism, and pu chase in en ions
o Finnish young people. The Jou nal o Social Media in Socie y, 12(1), 21-48.
h ps:// hejsms.o g/index.php/JSMS/a icle/ iew/1107
2023
The Jou nal o Social Media in Socie y
Sp ing 2023, Vol. 12, No. 1, Page 21-48
hejsms.o g
Page 21
Mode n-Day Socializa ion Agen s: The Connec ion
Be ween Social Media In luence s, Ma e ialism,
and Pu chase In en ions o Finnish Young People
Jesse Tuominen
1
*, Ee o Ran ala
1
, Hanna Reinikainen,
2
and Te hi-Anna Wilska
1
1Depa men o Social Sciences and Philosophy, Uni e si y o Jy äskylä, Finland
2Cen e o Consume Socie y Resea ch, Uni e si y o Helsinki, Finland
*Co esponding Au ho : jesse.o. uomine[email p o ec ed], +358445373416
This pape in es iga es how ollowing social media
in luence s is associa ed wi h Finnish adolescen s’
ma e ialis ic alues and pu chase in en ions.
Al hough he in e linkages be ween social media,
ma e ialism, and pu chase in en ions ha e been
p esen ed in p e ious s udies, li le is known abou
how ollowing social media in luence s is connec ed
o hei ollowe s’ ma e ialis ic alues and pu chase
in en ions. Cul i a ion heo y and consume
socializa ion heo y we e applied o unde s and he
cul i a ion p ocess in young people’s ma e ialism
and he an eceden s o hei pu chase in en ions.
Finnish pa icipan s (
n
= 800), aged 15-19 we e
in e iewed by phone. The sample was based on a
na ionally ep esen a i e sample by age (by one
yea ), gende and a ea o esidence. Reg ession
analysis was used as ou s a is ical model. F equen
ollowing o Ins ag am, Snapcha , and TikTok
in luence s was posi i ely ela ed o ma e ialism.
Ac i e ollowe s o YouTube s had highe pu chase
in en ions, bu hey we e no mo e ma e ialis ic han
hei pee s. This is one o he ea lies s udies, which
has unde lined he ole o di e en in luence s as
dissemina o s o ma e ialis ic alues, and measu ed
he in luence capabili y o an indi idual in luence
on he ollowe s’ pu chase in en ions.
Keywo ds: ma e ialism, pu chase in en ion,
social media in luence , consume socializa ion,
adolescen s
esea ch sugges ha ma e ialis ic alues among young people ha e been
inc easing du ing he pas decades (Richins, 2017; Twenge & Kasse , 2013).
The ise o comme cialised con en on social media a he same ime has
aised ques ions abou he possible e ec s o his con en on he inc ease o
ma e ialis ic alues. Fo ins ance, i has been a gued ha he media’s ole in in e nalizing
ma e ialis ic alues among child en and young people has been g owing along wi h he
inc easing exposu e o digi al media (Richins, 2017). Ma e ialism e e s o he h ee-
dimensional consume alue including he cen al ole o possessions in li e, possessions as
R
22 | Sp ing 2023 hejsms.o g
a sou ce o happiness, and possessions as an indica o o success (Richins & Dawson,
1992). Cul i a ion heo y sugges s ha media use s adop he ideologies p esen ed in he
media (Ge bne & G oss, 1976). In pa allel, i has been epo ed ha he usage o
adi ional media (Sh um e al., 2011) and social media (Thoum ung oje, 2018) a e
associa ed wi h young people’s le el o ma e ialism.
Howe e , ma e ialis ic alues a e no adop ed solely by he media. I is well
acknowledged ha pee s and pa en s ha e a signi ican impac on child en’s and young
people’s ma e ialis ic alues (Chaplin & John, 2010). This ansmission can be seen
h ough he lens o consume socializa ion (CS) in which child en and adolescen s lea n
consume skills and a i udes om, o example, pee s and ele ision (Moschis &
Chu chill, 1978). The CS p ocess can also ake place i ually (Lueg e al., 2006), which is
no su p ising gi en ha young people a e inc easingly in e ac ing wi h pee s online.
In addi ion, young people’s consume beha iou has been inc easingly a ec ed by social
media in luence s – blogge s, YouTube s, Ins ag am celeb i ies in ecen yea s. The e o e,
he in luence o social media in luence s has been acknowledged by bo h companies and
academics (Dja a o a & Rushwo h, 2017; Reinikainen e al., 2020). Companies y o
a ac young consume s, and hus, he companies a e collabo a ing wi h in luence s as
hei s a egic pa ne s o each hese consume g oups (Bo che s & Enke, 2021; Enke &
Bo che s, 2019). Likewise, some esea ch has e en p o ided
a “how- o guide”
o
companies o be success ul wi h in luence s (Haenlein e al., 2020).
Al hough ma e ialism is associa ed wi h social media (Thoum ung oje, 2018), and
in luence s appea o a ec consume s’ pu chase in en ions, he e has been a oo li le
esea ch on how ollowing social media in luence s on a ious pla o ms is ela ed o he
ma e ialis ic alues and pu chasing in en ions o hei ollowe s. Fu he , gi en ha
esea ch has associa ed ma e ialism wi h de imen al a ibu es such as lowe well-being
and lowe li e-sa is ac ion (Di ma e al., 2014; Lipo can e al., 2015), i is impo an o
explo e he po en ial sou ces o ma e ialis ic a i udes.
To he au ho s’ knowledge, only a single s udy (Lou & Kim, 2019) has conside ed
social media in luence s’ impac on hei ollowe s’ ma e ialism and pu chase in en ion.
Howe e , p e ious s udies did no examine wha ole he pla o m ypes used by
in luence s played in hese ela ionships. Tha is, social media is no a monoli h bu a he
includes mul iple pla o ms ha a e used in a ious ways by young use s which calls
Tuominen, Ran ala, Reinikainen, & Wilska
The Jou nal o Social Media in Socie y, Vol. 12, No. 1
a en ion o s udy he ole o such pla o ms in de eloping consume s’ ma e ialis ic alues
and pu chase in en ions. To add ess his gap, we ake an explo a i e app oach o s udy
how ollowing social media in luence s on di e en pla o ms such as You ube s o
Ins ag amme s is ela ed o he young ollowe s’ le el o ma e ialism and pu chase
in en ions. Mo e speci ically, we explo e i he ela ionships be ween young people and he
in luence s a e de e mined by he ypes o social media pla o ms (e.g., YouTube,
Ins ag am o TikTok) on which he in luence s and he ollowe s in e ac . Ou s udy was
ca ied ou in Finland, whe e adolescen s a e e y ac i e social media use s, as 85% o 15-
19-yea -olds epo ed using Snapcha , while 81% o adolescen s used Ins ag am
(Koh akka & Saa enmaa, 2019).
LITERATURE REVIEW
The dissemina ion o ma e ialis ic alues
Ma e ialism e e s o he mindse ha highligh s he ole o he pu chases and
acquisi ion o achie ing happiness (Richins & Dawson, 1992). I is one’s disposi ion o
o e -emphasise he ma e ial goods as a pa o hei li e goals (Richins, 2004). I seems
ha schola s also place a g ea emphasis on in es iga ing ma e ialism in e ms o young
people, especially when conside ing ha ma e ialism scales ha e been de eloped o he
younge age g oups (Kühne & Op ee, 2019). P e ious s udies sugges ha one can adop
ma e ialis ic alues h ough social in e ac ion (Chu chill & Moschis, 1979), adi ional
media (Sh um e al., 2011), and social media (Kamal e al., 2013; Thoum ung oje, 2018).
Rela edly, schola s ha e cla i ied his p ocess o adop ion o ma e ialis ic alues wi h
consume socializa ion heo y (CS) (Moschis & Chu chill, 1978) and cul i a ion heo y
(Ge bne & G oss, 1976).
Consume socializa ion heo y
Consume socializa ion is a p ocess h ough which young people lea n consume
skills, a i udes and alues om socializa ion agen s such as pee s and amily (Moschis &
Chu chill, 1978). Chu chill and Moschis (1979) p esen ed he ac ual socializa ion p ocess
in which one may lea n, o example, ma e ialis ic alues o a speci ic beha iou h ough
ein o cemen s, modelling, and social in e ac ion. Modelling e e s o he p ocess whe e a
lea ne emula es he beha io o a socializa ion agen , while hei beha iou can be
nega i ely o posi i ely ein o ced (Chu chill & Moschis, 1979). Social in e ac ion was
24 | Sp ing 2023 hejsms.o g
loosely de ined by Chu chill and Moschis (1979), bu hey pe cei ed i as a combina ion o
ein o cemen s and imi a ions, and ha social no ms wi hin in e ac ion p ocesses be ween
agen and lea ne (e.g., ugali y is p e e ed) shape he lea ne s’ beha iou and a i udes
(Chu chill & Moschis, 1979; de G ego io & Sung, 2010). As Bush and colleagues (1999)
summa ised, he socializa ion agen s ansmi he beha io al models, a i udes, and
alues o he lea ne s. Thus, in addi ion o ma e ialis ic alues, he socializa ion app oach
se es as a basis o unde s and how pu chase in en ions may be ans o med om he
in luence s o hei ollowe s as a esul o he socializa ion p ocess.
Cul i a ion heo y
Cul i a ion p ocess sugges s ha people abso b he social eali y p esen ed on
ele ision; equen exposu e o iolen con en p esen ed on ele ision was co ela ed
wi h hei audiences’ exagge a ed pe cep ions o he amoun o iolence in he USA
(Ge bne e al., 2002). The cul i a ion p ocess includes i s -o de e ec s and second-o de
e ec s: i s -o de e ec s illus a e how mass media consump ion a ec s people’s
es ima es o he p obabili y o equency o (e.g., c ime) while second-o de e ec s desc ibe
how media a ec s people’s a i udes and alues (e.g., ma e ialism) (Sh um e al, 2011;
S ein e al., 2021). In e ms o second-o de e ec s, Sh um and Lee (2012) sugges ed ha
he mo e people wa ch a ce ain con en (e.g., ele ision), he mo e hei a i udes and
alues will align wi h ha con en . Likewise, esea ch showed he mo e equen ly people
wa ched ele ision he highe hei ma e ialis ic alues we e (Sh um e al., 2005; Sh um
e al., 2011; Sh um & Lee, 2012). Op ee and colleagues (2014) also ound a longi udinal
e ec o -ad e isemen s on child en’s ma e ialism. Resea che s ha e also applied
cul i a ion heo y o he social media con ex and showed how highe Ins ag am (Hwang
& Jeong, 2020) and Facebook (He mann e al., 2020) usage was ela ed o highe
ma e ialis ic alues. Fu he mo e, i is no able ha e en a sho exposu e o ma e ialis ic
con en can a ec a iewe ’s ma e ialis ic alues, hough empo a ily (Sh um e al., 2011).
Howe e , gi en ha ma e ialism is a pe sonal alue (Sh um e al., 2011) and ha
pe sonal alues a e endu ing (Sh um & McCa hy, 1997; Sh um e al., 2011) a epea ed
exposu e o ma e ialis ic con en can po en ially ha e long- e m cul i a ion e ec on
iewe s.
A i s , cul i a ion analysis was me ely ocused on he message sys em analysis,
and ins ead o speci ic p og ammes (e.g., soap ope a o c ime shows), i s main goal was o

Tuominen, Ran ala, Reinikainen, & Wilska
The Jou nal o Social Media in Socie y, Vol. 12, No. 1
examine he b oade pa e ns o ep esen a ions in eg a ed h oughou ele ision con en
(Ge bne e al., 2002). La e , a majo i y o cul i a ion esea ch has aken a con en o
gen e-speci ic app oach (Po e , 2014). This has aised a deba e as o whe he gen e-
speci ic cul i a ion esea ch is in ha mony wi h he ene s o he o iginal heo y, and
whe he i is o be seen as a cul i a ion p ocess a all (Mo gan e al., 2014; Po e , 2014).
Rega dless o his deba e, as ou esea ch ield is inc easingly mo ing owa d accep ing
gen e and p og amme e ec s as a pa o he cul i a ion p ocess (Reco d, 2018), we
posi ion his s udy as cul i a ion esea ch.
Ma e ialism and social media
Social media has been de ined as web-based ools and applica ions whe e people
bo h consume and c ea e con en and cul i a e social connec ions (Ho man e al., 2013).
Du ing he pas decade, social media has become la gely comme cialised. Fo example, in
Ge many, he usage o a ilia e links on YouTube ideos mo e han ipled du ing 2009-
2017 (Schwemme & Ziewiecki, 2018). The numbe o b and-sponso ed in luence pos s
has also mul iplied be ween 2016 and 2020 (S a is a, 2020). Thus, social media appea s o
be an e icien channel o he dissemina ion o ma e ialis ic alues. P e ious s udies ha e
sugges ed ha social media usage and in ensi y had an impac on he use s’ le el o
ma e ialism (Kamal e al., 2013; Thoum ung oje, 2018). Hwang and Jeong (2020)
suppo ed his a gumen by showing how Ins ag am usage had a cul i a ion e ec on
use s’ ma e ialis ic alues. Howe e , i emains unclea as o whe he ma e ialis ic people
use mo e social ne wo k si es (SNS), o whe he social media i sel sp eads ma e ialis ic
alues. Fo example, Chu and colleagues (2016) a gued ha highe ma e ialism will lead
o inc eased SNS usage due o hei willingness o engage in social compa ison.
Social media in luence s can po en ially ansmi ma e ialis ic alues o hei
ollowe s. Dhanesh and Du hle (2019) sugges ed ha social media in luence s a e people
who use pe sonal b anding o c ea e ela ionships wi h hei ollowe s on social media,
and who a ec hei knowledge, a i udes, and beha iou . In luence s’ comme cial na u e
is also conspicuous. A ecen li e a u e e iew showed ha a majo i y o he s udies on
social media in luence s be ween 2011-2020 we e ocused on hei comme cial po en ial
(Hudde s e al., 2020). Also, in e iews wi h business ep esen a i es e ealed he
in luence s’ impo an ole as companies’ s a egic pa ne s (Bo che s & Enke, 2021). The
26 | Sp ing 2023 hejsms.o g
in luence s can, o ins ance, p omo e a p oduc o a ce ain company and ge ha p oduc
in e u n o an endo semen (Hudde s e al., 2020). Based on he abo e-men ioned
li e a u e, we ega d social media in luence s as comme cially o ien ed indi iduals who
a e able o a ec hei ollowe s' a i udes, alues, beha iou , and knowledge, and who a e
in ouch wi h hei ollowe s on social media.
Howe e , li le is known abou how ollowing social media in luence s ela es o he
ollowe s’ ma e ialis ic alues. Acco ding o a ecen s udy, adolescen s’ pe cei ed
pa asocial ela ionship wi h social media in luence s was ela ed o ma e ialism and
pu chase in en ions (Lou & Kim, 2019). The pa asocial ela ionship e e s o an illusion o
an ac ual ace- o- ace ela ionship wi h a media pe sona (Ho on & Wohl, 1956). As he
in luence s’ ole in young people’s daily li es is ema kable (Lou & Kim, 2019), i appea s
o be ine i able ha hey lea n alues, beha iou s, and in en ions ha in luence s
ep esen . We sugges ha social media in luence s can, o example, e eal hei polished
and glamo ous li es yles on social media. As a esul , ac i e ollowe s a e epe i i ely
exposed o he in luence s’ ma e ialis ic con en , which in line wi h cul i a ion heo y,
a ec s hei adop ion o ma e ialis ic alues. F om he socializa ion pe spec i e, he
ollowe s lea n ma e ialis ic alues om he in luence s h ough he socializa ion p ocess.
Social media in luence s’ impac on pu chase beha iou
A numbe o s udies ha e ound ha social media in luence s can a ec hei
ollowe s’ pu chase in en ions h ough a ious mechanisms (Dja a o a & Rushwo h,
2017; Schou en e al., 2020; T i edi & Sama, 2019). Fo example, consume s’ a i udes
owa ds in luence , such as pe cei ed au hen ici y (Pöy y e al., 2019), and pe cei ed
a ac i eness we e ela ed o highe pu chase in en ion (Taillon e al., 2020; Weismuelle
e al., 2020). T i edi and Sama (2019), in u n, ound ha in luence s had an indi ec
impac on consume s’ pu chase in en ion ia b and a i ude and b and admi a ion. This
s udy, in u n, explo es he di e ences be ween social media pla o ms used by in luence s
(e.g., YouTube and Ins ag am) and hei connec ions o he ollowe s’ pu chase in en ions
Such impac o social media in luence s on consume s’ pu chase in en ions and beha iou
can be seen h ough he socializa ion pe spec i e. In ea lie s udies, pee s, pa en s, and
ele ision, o ins ance, we e conside ed as socializa ion agen s ha shaped consume s
a i udes (Bush e al., 1999). Today, social media in luence s can be seen as po en ial
socializa ion agen s. Fo example, Na ees and colleagues (2021) pe cei ed social media
Tuominen, Ran ala, Reinikainen, & Wilska
The Jou nal o Social Media in Socie y, Vol. 12, No. 1
in luence s as socializa ion agen s and ound ha in luence s a ec ed hei ollowe s’
a i udes owa d endo sed b ands. Likewise, we sugges ha in luence s can be seen as
socializa ion agen s, as hey may a ec hei ollowe s' pu chase in en ions. Fo example,
modelling is one socializa ion mechanism by which people acqui e consump ion- ela ed
knowledge and a i udes om socializa ion agen s h ough obse a ional lea ning and
imi a ion (Chu chill & Moschis, 1979; de G ego io & Sun, 2010). Thus, when an in luence
p omo es a ce ain p oduc wi h a a ou able a i ude, hei ollowe s may lea n a i udes
and no ms ela ed o a gi en p oduc which, in u n, gene a e pu chase in en ions (e.g.
Ajzen, 2011). Las ly, i is also no ewo hy ha ma e ialis ic alues ha e p edic ed highe
pu chase in en ions (Kamal e al., 2013; Lou & Kim, 2019).
Why would a pla o m ma e ?
The connec ions be ween ollowing social media in luence s, ma e ialism, and
pu chase in en ions a e p esumably dependen on he pla o m whe e he in luence s
ope a e since in luence s’ con en a ies by pla o m (Haenlein e al., 2020) (see Appendix
A o a de ailed desc ip ion o he pla o ms). Howe e , due o he lack o p e ious s udies
on hese ela ions, only gene al assump ions can be made. Al hough esea che s ha e no
paid much a en ion o he ma e ialis ic side o TikTok o Snapcha , jou nalis s ha e
ound ha ma e ialis ic con en is e y popula on TikTok (Widdicombe, 2020) and
Snapcha (Moss, 2014). Needless o say, all pla o ms ha e di e en ypes o in luence s
whose con en a ies. Fo example, many popula TikTok in luence s such as
(@khaby.lame) o (@jenni e e ica) a e amous o hei sho dance and comedy ideos.
Ne e heless, Ins ag am has been connec ed o imp ession managemen (Tian e al.,
2019), polished pic u es (Lup e al., 2015), and glamo ous and luxu y li es yles (Hwang &
Jeong, 2020; Ma wick, 2015). To illus a e his, Kylie Jenne (@kyliejenne ) is one o he
mos amous Ins ag amme in he wo ld, whose Ins ag am eed conspicuously po ays a
glamo ous and weal hy li es yle including luxu y shoes, ca s, and p i a e je s.
In e es ingly, she is also ex emely popula on Snapcha . In sum, we assume ha
ollowing in luence s on hese ins an pla o ms (Ins ag am, TikTok, and Snapcha ) is
posi i ely ela ed o ma e ialism. Mo eo e , as Ins ag am has a lo o p oduc placemen
(Jin e al., 2019), and TikTok is well-known o i s p oduc -cen ed challenges, such as he
Samsung Galaxy mobile phone challenge #GalaxyA, hese pla o ms may also yield highe
28 | Sp ing 2023 hejsms.o g
pu chase in en ions. Also, Shahpasandi and colleagues (2020) ound ha a hedonic
Ins ag am b owsing led o he eelings o pleasu e and low expe ience which u he
enhanced impulsi e buying beha iou .
YouTube has a lo o p oduc p omo ion (Schwemme & Ziewiecki, 2019), and so
does Ins ag am, bu YouTube has longe ideos allowing mo e de ailed p oduc e iews
(B own, 2019). As an illus a ion, he YouTube channel called unbox he apy by Lewis
Hilsen ege has ou billion o al iews and 18 million subsc ibe s, in which he boxes o
echnological p oduc s a e opened and desc ibed. Resea ch also sugges s a po en ial link
be ween ollowing YouTube s and pu chase in en ion. Tha is, highe usage o YouTube
(and Facebook) has been linked o mo e posi i e a i udes owa d ma ke ing on social
media (Aka & Topçu, 2011). In he same manne , Anubha and Shome (2021) ound ha
consume s’ pe cei ed ad e isemen - alue on YouTube had a di ec e ec on pu chase
in en ions bu also an indi ec e ec ia posi i e a i udes owa d ad e isemen . Las ly,
Lee and Wa kins (2016) ound ha a pa asocial ela ionship wi h YouTube s was
indi ec ly ela ed o pu chase in en ions ia b and pe cep ions. The e o e, i can be
assumed ha ollowing YouTube s has a posi i e connec ion o pu chase in en ion (see
Reinikainen e al., 2020). Also, when one is cons an ly exposed o he p oduc s on
YouTube, i may enhance he impo ance o possessions in one’s li e, and lead o
ma e ialism. O cou se, many YouTube s such as one o he mos popula YouTube
PewDiePie ocuses on en e ainmen (e.g., gaming) a he han p oduc s. Howe e ,
some imes p oduc s a e aci ly endo sed. Tha is, he gaming ideos can also be seen as
p oduc e iews as he games a e ca e ully e iewed and played, which migh a ac
ollowe s o acqui e hese games.
Following LinkedIn in luence s o game-s eame s (o he in luence s) is no
p esumably ela ed o ma e ialism o pu chase in en ions as LinkedIn is a p o essional
wo k-o ien ed pla o m, whe e glamo ous li es yles o luxu y p oduc s a e no p esen o
he same ex en as on Ins ag am o TikTok, o ins ance. Rega dless o he abo e-
men ioned a gumen ha ollowing PewDiePie o ins ance, may engende pu chase
in en ion in some cases, we do no belie e his o be e y common. Also, ollowing blogge s
is less likely o be ela ed o ma e ialism o pu chase in en ions han ollowing YouTube s
o Ins ag amme s o ins ance, as hei w i en con en is no as in e ac i e, compelling,
and engaging as ideo con en .
Tuominen, Ran ala, Reinikainen, & Wilska
The Jou nal o Social Media in Socie y, Vol. 12, No. 1
Table 4
Reg ession analysis o pu chase in en ions
Dependen : Pu chase
In en ion
B
(Uns anda
dised)
Robus SE
Lowe 95%
Uppe 95%
p>
YouTube s
Only a ew imes a
yea
( e .)
( e .)
n.a.
n.a.
n.a.
n.a.
Mon hly
0.34
0.18
1.85
-0.02
0.69
0.064
Weekly
0.51
0.17
2.94
0.17
0.85
0.003**
Daily o almos daily
0.61
0.17
3.54
0.27
0.95
0.000***
Ins ag am,
Snapcha , and
TikTok in luence s
Only a ew imes a
yea
( e .)
( e .)
n.a.
n.a.
n.a.
n.a.
Mon hly
0.01
0.14
0.10
-0.27
0.29
0.923
Weekly
-0.03
0.12
-0.27
-0.27
0.21
0.789
Daily o almos daily
0.13
0.10
1.30
-0.07
0.33
0.195
Blogge s
Only a ew imes a
yea
( e .)
( e .)
n.a.
n.a.
n.a.
n.a.
Mon hly
0.23
0.10
2.26
0.03
0.43
0.024*
Weekly
0.17
0.13
1.33
-0.08
0.43
0.184
Daily o almos daily
0.32
0.22
1.42
-0.12
0.77
0.155
O he In luence s
Only a ew imes a
yea
( e .)
( e .)
n.a.
n.a.
n.a.
n.a.
Mon hly
0.08
0.12
0.69
-0.15
0.31
0.493
Weekly
0.15
0.11
1.35
-0.07
0.37
0.176
Daily o almos daily
0.39
0.16
2.48
0.08
0.70
0.013
Gende
Boys
( e .)
( e .)
n.a.
n.a.
n.a.
n.a.
Gi ls
0.12
0.08
1.39
-0.05
0.28
0.165
Age
-0.02
0.03
-0.59
-0.07
0.04
0.557
Family's economic
si ua ion
0.05
0.05
0.96
-0.05
0.15
0.337
Ma e ialism
0.34
0.05
6.78
0.24
0.43
0.000***
Cons.
0.68
0.55
1.24
-0.40
1.77
0.217
No es
.
n
= 676, R-Squa ed=0.15. ***
p
< .001, **
p
< .01, *
p
< .05.
DISCUSSION
To da e, e y ew s udies ha e explo ed how consume s’ pu chase in en ions and
ma e ialis ic alues a e ela ed o speci ic pla o ms. This s udy add esses his gap in
esea ch as ollows: we assumed ha ollowing YouTube s and ins an pla o m
in luence s (Ins ag am, Snapcha , TikTok) would be connec ed o pu chase in en ion and
ma e ialism. Su p isingly, we ound some hing mo e speci ic. Those who ollowed mo e

36 | Sp ing 2023 hejsms.o g
ac i ely Ins ag am, TikTok, and Snapcha in luence s had mo e ma e ialis ic alues han
hei passi e coun e pa s. Howe e , ac i e and passi e ollowe s o ins an pla o m
in luence s did no di e in hei pu chase in en ions. These indings a e consis en wi h
he p e ious s udies ha ha e epo ed he ela ionship be ween ma e ialism, adi ional
media usage (Op ee e al., 2014) o e all social media usage (Hwang & Jeong, 2020; Kamal
e al., 2013; Thoum ung oje, 2018), and ollowing social media in luence s (Lou & Kim,
2019).
In u n, he ac i e ollowe s o YouTube s had highe pu chase in en ions han
passi e ones. Howe e , in con as o ou assump ions, passi e and ac i e ollowe s o
YouTube s did no di e in hei ma e ialis ic alues. These indings suppo he p e ious
esea ch which sugges s ha in luence s can a ec ollowe s’ pu chase in en ion (Lou &
Kim, 2019; Rasmussen e al., 2021; Schou en e al., 2020). We also ound ha ma e ialism
p edic ed highe pu chase in en ion, which ag ees wi h Kamal and colleagues (2013) and
Lou and Kim (2019). In addi ion, ou inding ha boys sco ed highe on ma e ialism han
gi ls, is in line wi h he indings o Kamineni (2005). O e all, ou indings a e in line wi h
Lou and Kim (2019) who ound ha ollowing social media in luence s was connec ed o
ma e ialism and pu chase in en ion. Howe e , hey did no examine wha ole he
pla o m ypes used by in luence s played in hese ela ionships. The e o e, his s udy
adds o p e ious indings by showing how ollowing ins an pla o m in luence s
(Ins ag am, TikTok, and Snapcha ) was ela ed o highe ma e ialism while ac i e
ollowing o YouTube s was connec ed o highe pu chase in en ions.
Ou esea ch was amed by consume socializa ion (CS) heo y (Moschis &
Chu chill, 1978), and Cul i a ion heo y (Ge bne & G oss, 1976). The la e was used o
explain he la ge p ocess o ansmission o ma e ialis ic alues om he in luence s o
hei ollowe s. Ou inding ha ac i e ollowe s o ins an pla o m in luence s
(Ins ag am, Snapcha , TikTok) had a highe le el o ma e ialism compa ed o he passi e
ollowe s is in line wi h he idea o he gen e-speci ic cul i a ion p ocess (especially when
his di e ence was no ound in o he pla o ms).
CS- heo y was used o explain how ollowe s o in luence s de elop pu chase
in en ions and ma e ialis ic alues. The socializa ion p ocess p oposes ha indi iduals
lea n alues and beha iou s om he socializa ion h ough imi a ion, ein o cemen , and
in e ac ion (Chu chill & Moschis, 1979). We ound ha social media in luence s can play a
Tuominen, Ran ala, Reinikainen, & Wilska
The Jou nal o Social Media in Socie y, Vol. 12, No. 1
pi o al ole as socializa ion agen s. Thus, when one ac i ely ollows p oduc e iews by
YouTube s, o ins ance, ollowe s migh wan o ha e he same p oduc s as he
socializa ion agen in o de o be like hem (Chu chill & Moschis, 1979; Rasmussen e al.,
2021). Mo eo e , when in e ac ing wi h in luence s (e.g., Ins ag amme ), ollowe s migh
abso b he social no ms and ma e ialis ic alues p esen ed by social media in luence s, o
example, ha being weal hy and ha ing luxu y p oduc s is wo hwhile. Applying he
conclusion by de G ego io and Sung (2010): ollowe s’ a i udes a e shaped by in luence s
hey a e in e ac ing wi h. The ollowe s gene a e bo h ma e ialis ic alues and pu chase
in en ions ha can be seen as ou comes o he socializa ion p ocess.
Di e ences be ween in luence s
Resea ch shows ha p oduc p omo ion, p oduc placemen , and p oduc e iews
a e inc easingly popula on YouTube (Fi iani e al., 2020; Schwemme & Ziewiecki, 2019)
and ha YouTube is an appealing pla o m o ad e ise s (Ge ha ds, 2019). Also, gi en
ha YouTube s’ e iew ideos a ec iewe s’ pu chase in en ions (Lee & Wa kins, 2016)
ou indings ha ac i e YouTube ollowe s had highe pu chase in en ions han passi e
ollowe s is in line wi h p e ious s udies. Also ollowe s migh c ea e s onge
ela ionships wi h YouTube s han Ins ag am, Snapcha , o TikTok in luence s. Sokolo a
and Ke i (2020) ound a connec ion be ween he engagemen wi h YouTube s and
Ins ag amme s, bu hey did no speci y hei di e ences. Al hough we did no measu e
pa icipan s’ engagemen le els, we sugges ha he ollowe s o YouTube s wa ch longe
ideos han he ollowe s o Ins ag am, Snapcha , o TikTok ollowe s. The e o e, hey
become amilia wi h he in luence in a di e en way and a e mo e likely o engage wi h
hem, which has been associa ed wi h pu chase in en ions (Lee & Wa kins, 2016; Lou &
Kim, 2019). Fo example, Ku in and colleagues (2018) ound ha highe exposu e o
YouTube was ela ed o s onge pa asocial ela ionships wi h YouTube s. In pa allel, i is
possible ha since YouTube s’ ideos a e longe han ideos by o he in luence s, i
indica es highe exposu e, which migh esul in a s onge pa asocial ela ionship. This
migh explain highe pu chase in en ions. On he o he hand, highe exposu e can also
imply g ea e o e all consump ion o YouTube con en , no jus longe ideos. YouTube s
migh also endo se p oduc s mo e s aigh o wa dly and ex ensi ely han o he
in luence s due o hei con en : p o essional p oduc e iews and unboxing ideos
38 | Sp ing 2023 hejsms.o g
(Fi iani e al., 2020). YouTube s can also be mo e au hen ic han Ins ag amme s, o
ins ance, who a e mo e inclined o imp ession managemen (Tian e al., 2019), and hus,
YouTube s migh gene a e highe pu chase in en ions.
Tha is no o say ha YouTube s do no dissemina e ma e ialis ic alues, bu
a he , i migh be a easie o be exposed o ma e ialis ic alues by ollowing Ins ag am,
Snapcha , o TikTok in luence s. Fo example, conspicuous ma e ialis ic con en has been
ending on TikTok (Widdicombe, 2020) and Snapcha (Moss, 2014). Mo eo e , Ins ag am
has been desc ibed as an excessi ely ma e ialis ic pla o m (Hwang & Jeong, 2020), and
i s pic u es a e ypically polished and il e ed (Lup e al., 2015). Also, Ins ag am includes
a lo o conspicuous consump ion and luxu y accoun s, which a e highly app ecia ed by
young people (Ma wick, 2015). Indus y epo s ha e also claimed ha isual appeal and
a ac i eness a e mo e impo an han pe sonali y on Ins ag am, whe eas YouTube is
less abou aes he ics and h i es mo e on he pe sonali y and ela abili y o he YouTube
(B own, 2019). Mo eo e , Tian and colleagues (2019) p oposed ha Ins ag amme s a e
mo e inclined o imp ession managemen han YouTube s. Thus, he h eshold o pos
sho and no necessa ily u h ul ma e ialis ic con en , can be lowe on hese ins an
pla o ms compa ed o YouTube.
Fu he mo e, i may be ha ollowing YouTube s was no ela ed o ma e ialis ic
alues because o he na u e o hei con en . Videos by YouTube s can indeed be p oduc
cen ed, bu p oduc e iews, o ins ance, a e usually qui e p o essional and ocused on
he de ails o a ce ain p oduc (Fi iani e al., 2020; P eu e e al., 2021). In con as ,
glamo ous and polished li es yles a e ypical cha ac e is ics o Ins ag am (Hwang &
Jeong, 2020) and TikTok (Widdicombe, 2020), and he ocus on hese pla o ms a e no
necessa ily placed on he p oduc s’ a ibu es, bu on he cen ali y o hese acquisi ions in
hei li es.
A he single pa ame e le el, ac i e ollowe s o blogge s and o he in luence s
di e ed om he passi e ones in hei pu chase in en ion. Howe e , when pa ame e s
we e es ed join ly, blogge s and o he in luence s did no p edic pu chase in en ions
s a is ically signi ican ly (see Woold idge 2012, 149-150).
Theo e ical con ibu ion
He mann and colleagues (2020) claimed ha esea ch o cul i a ion e ec s has
mainly ocused on adi ional media. Ou s udy, in u n, sugges s he applicabili y o he
Tuominen, Ran ala, Reinikainen, & Wilska
The Jou nal o Social Media in Socie y, Vol. 12, No. 1
cul i a ion heo y in social media, especially by showing how young consume s’ ac i e
ollowing o social media in luence s we e ela ed o highe ma e ialism. Compa ed o
passi e ollowe s, ac i e ollowe s’ exposu e o ma e ialis ic con en is highe , and hus
he cul i a ion e ec as well. Howe e , as discussed ea lie , i emains con o e sial
whe he a gen e-speci ic app oach can be pe cei ed as a pa o cul i a ion heo y. As i
seems ha ou esea ch ield accep s he gen e-speci ic app oach (Reco d, 2018), and he
majo i y o he cul i a ion s udies ha e aken his app oach (Po e , 2014), we see his
app oach p o iding a complemen a y pe spec i e o he o iginal heo y. While CS- heo y
(Moschis & Chu chill, 1978), has been applied o in e ne s udies (Lueg e al., 2006), and
social media (Na ees e al., 2021), he cu en s udy enhances ou unde s anding o how
social media in luence s can ac as socializa ion agen s. In luence s ansmi beha iou al
models, alues, and a i udes o hei ollowe s, which can ha e a signi ican e ec on
hei consume beha iou . C i ical implica ions should be conside ed as in luence s can
dissemina e alues and wo ld iews ha a e oo much based on ma e ialis ic elemen s.
P ac ical implica ions
Al hough many social media in luence s a e comme cially mo i a ed and co-ope a e
wi h companies and b ands, and e en i hey dissemina e ma e ialis ic wo ld iews, hei
in luence could also be u ilised o mo e idealis ic pu poses. Fo example, du ing he
Co id-19 pandemic, Finnish social media in luence s we e au ho ised by he go e nmen
o sp ead he e idence-based knowledge abou he i us (Henley, 2020). In sum, oday’s
social media in luence s a e able o a ec almos all kinds o alues and beha iou s o
child en and young people. The inc easing socie al and comme cial powe o in luence s is
some hing ha companies and policy make s should be be e awa e o in he u u e.
Limi a ions
Due o he co ela ional na u e o his s udy, we canno de e mine a causal
ela ionship be ween ollowing social media in luence s and he ou comes. Thus, i is open
o ques ion as o whe he mo e ma e ialis ic people ollow social media in luence s o
social compa ison pu poses (Chu e al., 2016), o whe he in luence s cul i a e
ma e ialis ic alues. I is also likely ha his ela ionship is bidi ec ional. We also
acknowledge ha as we ocused on he social media in luence s, we did no con ol o
whe he pa icipan s’ ma e ialis ic alues and pu chase in en ions we e me ely abso bed
40 | Sp ing 2023 hejsms.o g
om he in luence s and no om he ele ision o pa en s o ins ance. I is also no able
ha people may be also unin en ionally exposed o he in luence s’ con en . Fo example,
he Ins ag am algo i hm can ecommend con en o i s use s by in luence s hey do no
ac i ely ollow. Howe e , as i is di icul o measu e eliably o wha ex en his happens,
we ocused on hose consume s’ ma e ialis ic alues and pu chase in en ions who epo ed
ollowing in luence s. This s udy is also limi ed by he lack o in o ma ion abou who we e
he in luence s ha pa icipan s ollowed and wha ac ual con en he pa icipan s we e
exposed o. In he u u e conduc ing compa a i e esea ch designs a e needed. Fu u e
s udies could also bene i by assessing why pa icipan s ollowed he in luence s (e.g., o
en e ainmen o genuine in e es ) and whe he his would play a ole in ma e ialism and
pu chase in en ions. Fu u e s udies should also examine he e ec o ollowing in luence s
on ollowe s’ ac ual buying beha io .
Conclusion
This s udy adds o ou cu en unde s anding o he ole o social media in luence s
in adolescen s’ ma e ialism and consume beha iou . While p e ious s udies ha e shown
ha endo semen s by social media in luence s a e associa ed wi h highe le els o
pu chase in en ion (Lee & Wa kins, 2016) and us owa d he endo sed b ands
(Reinikainen e al., 2020), knowledge o he connec ion be ween ollowing social media
in luence s and young people’s ma e ialis ic alues has been sca ce. Ou indings showed
ha ollowing ins an pla o m in luence s (Ins ag am, Snapcha , TikTok) was posi i ely
ela ed o highe ma e ialis ic alues, and ollowing YouTube s was, in u n, connec ed o
highe pu chase in en ions. As di e en social media pla o ms ope a e in di e en ways,
deepe knowledge is needed abou how social media in luence s communica e wi h young
people on di e en pla o ms. The eby we can be e comp ehend he ue impac o he
in luence s on young people’s beha iou , alues and wo ld iews -now and in he u u e.
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