Vol. 5, Issue 2, Part C (2023)

The primary objective of this study is to examine the impact of YouTube influencers on the behaviour of young individuals. As social media, particularly YouTube, has experienced exponential growth, it has become a dominant platform for content creators, boasting a wide array of channels and personalities that wield considerable influence over their viewers. This investigation seeks to delve into both the positive and negative effects that YouTube influencers might exert on the attitudes and actions of the younger audience.