Understanding Persuasive Communication Strategies of Online Social Influencers through the Lens of Sociology and Decision Neuroscience

Abstract

This literature review synthesizes current research to explore the persuasive communication tactics employed by online social influencers and their impact on the psychological and sociological development of adolescents. The analysis, which integrates concepts from decision neuroscience and sociological theory, examines existing case studies and empirical evidence on influencer practices related to youth consumerism, identity formation, and social engagement.The paper identifies several central themes, including the wide range of influencer types—from entrepreneurial figures to wellness advocates and educational role models. It also addresses the multifaceted effects of influencer practices, noting both their potential to harm and benefit adolescent well-being, body image, and social relationships. A key focus is on recurring cognitive and perceptual strategies (scarcity, social proof, loss aversion, authenticity signaling) that are documented in recent scholarly work. By combining sociological frameworks like charismatic authority and cultural reproduction with insights from decision neuroscience on reinforcement schedules and cognitive bias, the paper frames digital influence as a social, culturally ingrained, and affectively charged phenomenon. The conclusion advocates for implementing ethical standards, regulatory measures, and improved media literacy as crucial protections to foster healthy adolescent development and reduce the risks associated with influencer-driven persuasion.