“The Impact of Social Media Influencers’ Extravagant Lifestyles on

the Youth of Pakistan”

Jan E Haider

BSEDS22045

Expository Writing III

Information Technology University

Department of Economics

Ms. Fatima Hassan

Abstract:

In this digital era, the strength of audience on social media platforms is increasing tremendously.

Trends are changing and people are adapting. People are spending time on social media platforms

and their interest is developed more towards social media influencers. Influencers are the people

who have huge followers and have a great impact on their followers. This research paper portrays

how these influencers have made a trend of showing extravagant lifestyle on social media

platforms and the way it is affecting youth of Pakistan. How these influencers are bringing

materialistic approach among youth and how their mental well-being is compromised. In addition,

how there are positive effects on youth as well. Thus, this research paper will be covering all this

and the research method used is quantitative.

Introduction:

The introduction of social media in this age of digital technology has brought about a change in

the way in which people interact with one another, how they take in information, and how they

construct their identities. This change has occurred as a result of the influence of social media.

This digital environment has resulted in a number of remarkable phenomena, one of the most

noteworthy of which is the emergence of social media influencers. These individuals have a large

degree of influence over their followers, particularly members of the younger generation. In the

realm of digital technology, this phenomenon has had a huge impact. It is common for these

influencers to represent an affluent lifestyle in Pakistan, just as they do in many other parts of the

world at large. They achieve this by showcasing lavish objects, activities that are excessive, and

lives that appear to be flawless. As a result of this image, the brains of young people, who are

particularly vulnerable to being influenced, are profoundly impacted, and as a consequence, their
goals, values, and behaviors are developed as a direct result of this influence. In relation to the

younger demographic in Pakistan, it is essential that they have an understanding of the effects that

the lavish lifestyles of social media influencers have on this demographic. It is crucial to possess

this awareness in order to fully understand the changing dynamics of modern society.

Social media influencers have evolved as significant agents of influence, playing a key part in

determining cultural trends and patterns in consumer behavior. They have emerged as a result of

the rise of social media platforms. This is due to the fact that they have extraordinarily huge

followings and that they curate the content that they produce with great care. They are able to

accomplish this level of achievement due to this particular cause. As a result of the fact that they

typically represent a lifestyle that is marked by luxury, affluence, and excess through their social

media posts, they provide an idealized image of the reality that they are expressing. According to

Fardouly et al. (2015), there is a correlation between being exposed to idealized photos on social

media sites and engaging in upward social comparison. This link was found to be significant. The

influencer comparison is a phenomenon that occurs when individuals compare themselves

unfavorably to the lifestyles that they consider to be superior to those of influencers. This

phenomenon is known as the "influencer comparison." It is possible that the allure of these lavish

lifestyles that are portrayed by influencers may be especially enticing to young people in the

context of Pakistan, which is defined by significant social and economic inequality (Ali, 2018).

There is a possibility that this will heighten the desire of young people to amass material wealth

and social prominence. Additionally, the allure of these lives might be a very powerful force for

them to experience. Furthermore, the aspirational nature of these depictions may contribute to a

feeling of inadequacy among young people who mistakenly believe that they are unable to achieve

the same levels of success and wealth as the fictional characters that are depicted in these
depictions (Boyd, 2014). It's possible that this will make the sense of inadequacy that young people

already have even worse.

One of the aspects of the current body of literature that has garnered the most attention from

researchers and scientists is the pervasive influence that social media platforms have on the

behaviours of this generation of young people. According to Kircaburun et al. (2019), social media

platforms are strong conduits that young people can use to engage in socialisation, create

opportunities for self-expression, and build their identities. Furthermore, the regular exposure to

curated information from influencers may help to the establishment of perceptions of normalcy

and attractiveness, which can result in the copying of particular behaviours and ways of life

(Manierre, 2017). This can be a beneficial outcome for the individual. It is impossible to

overestimate the impact that the luxurious lifestyles of social media influencers have on the

behaviour of young people in a nation like Pakistan, where traditional cultural values and

globalised aspirations frequently come into conflict with one another. When this happens, it is also

impossible to overstate the impact that these lifestyles have. (2013) According to Wilcox and

colleagues Based on the findings of research that has offered proof of this connection, there is a

correlation between the increased usage of social media and the rising levels of materialism among

adolescents. It has been suggested that the relentless pursuit of monetary objects and social

approbation that is displayed by influencers may be engaged in the creation of a culture of

consumerism and superficiality among young people, as indicated by the findings of a study that

was carried out in the year 2020 by Kamal and colleagues. This culture has the potential to divert

people's attention away from activities that are crucially important, such as furthering their

education, fostering personal growth, and participating in community activities.

Literature Review:

The topic of the impact of social media influencers' extravagant lifestyles on the young people of

Pakistan is a complicated phenomenon that depends upon a number of theoretical frameworks and

empirical investigations from a variety of academic viewpoints. This is because the topic is a

complex phenomenon. In order to accomplish the objective of providing a full grasp of the topic

at hand, the purpose of this literature review is to provide a synthesis of previous studies that have

occurred in the field.

Through the process of comparing themselves to other people, individuals are able to build their

own sense of self-worth, as well as evaluate their capabilities and ideas, in accordance with

Festinger's (1954) social comparison theory. Additionally, this theory postulates that individuals

examine both their beliefs and their talents. As stated by Fardouly et al. (2015), young individuals

are more inclined to engage in upward social comparison, which can then lead to feelings of

inadequacy and discontentment. This is a phenomenon that is more prevalent among younger

people. Young people are more likely to engage in social comparisons that are negative since social

media influencers frequently showcase affluent lifestyles. This makes it simpler for young people

to engage in such comparisons. Tiggemann and Slater (2014) state that there is a connection

between the idealised photographs that influencers share with their followers and the construction

of unrealistic standards of beauty, prosperity, and happiness that young people aspire to emulate.

This connection is based on the fact that young people follow influencers who share these pictures.

Studies have shown that being exposed to idealised pictures on social media platforms can have a

considerable impact on a person's degree of dissatisfaction with their body image, as well as their
levels of self-esteem and overall well-being (Perloff, 2014). Additionally, this is especially true

for young adults.

Materialism is defined by Belk (1985) as the desire to acquire wealth and material belongings as

a fundamental purpose in one's life. As time goes on, more and more people are becoming aware

of the fact that the use of social media by adolescents is a significant factor that contributes to the

development of materialism. Ali (2018) asserts that social media influencers frequently flaunt their

lavish lifestyles, luxury vacations, and expensive goods on their social media platforms. This

contributes to the establishment of a culture that places a high value on extravagant spending and

presents itself as materialistic. In their study, Kasser and colleagues (2004) discovered that there

is a correlation between the exposure of teenagers to materialistic content on social media and a

rise in the number of adolescents who have materialistic ideals and attitudes. What they discovered

in their investigation served as the basis for their observation. According to Jin and Wang (2015),

the presentation of wealth by influencers in Pakistan, a nation with significant socio-economic

inequalities, may enhance views of socio-economic inequality and prolong a cycle of consumerist

behaviour among young people who are sensitive to their surroundings. This suggests that the

portrayal of prosperity may have a negative impact on the perceptions of socio-economic disparity.

In Pakistan, there are considerable socioeconomic disparities amongst different groups of people.

Regarding the significance of the relationship between the usage of social media and psychological

well-being, there has been a large amount of discussion within the sphere of academic literature

with regard to the significance of the connection. In addition, research conducted by Primack et

al. (2017) has demonstrated that excessive use of social media platforms is associated with
negative consequences, including feelings of depression, anxiety, and isolation. However, this is

in spite of the fact that these platforms provide opportunities for social connection as well as

opportunities for self-expression at the same time. According to Haferkamp and Kramer (2011),

the constant exposure that teenage users have to curated content from influencers can lead to

sentiments of peer pressure, feelings of inadequacy, and feelings of social isolation. Presented in

this article are lives and standards that are beyond the realm of possible to achieve. In 2019,

Kircaburun and colleagues conducted research. In order to aid young people in managing the

possible detrimental effects that accessing social media can have on their mental health and overall

well-being, it is essential to improve digital literacy and critical thinking skills among young

people, since research has shown evidence that this is the case. This is due to the fact that the use

of social media can perhaps have a negative impact on both of these parts of their lives.

It is crucial to have a knowledge of the impact that the luxurious lifestyles of social media

influencers have on the people who follow them. This realisation is necessary within the larger

framework of cultural globalization and the dissemination of Western concepts of success and

luxury. According to Appadurai (1990), the globalisation of media and communication

technologies has allowed for the transmission of Western-centric ideas of beauty, success, and

consumerism to a variety of cultural contexts, including Pakistan. This has had the effect of

facilitating the spread of these ideals. Among the impacts that have contributed to the globalisation

of these technologies is the fact that this is one of them. According to Boyd (2014), the platforms

of social media serve as conduits for the transmission of cultural narratives, which in turn influence

the aspirations and ideals of young people in ways that are reflective of broader global trends. To

put it another way, these narratives have an effect on young people. On the other hand, the
unthinking adoption of Western ideas by young people in Pakistan may result in cultural

dissonance as well as difficulties within the identification process. It is because Westernized

lifestyles, which are being promoted by influencers, are rapidly replacing traditional values and

rituals. In accordance with Alvi (2017), this is the reason why this is taking place.

For the purpose of regulating the behavior of social media influencers, there have been proposals

for increased regulatory monitoring and ethical standards. The increasing power of these

individuals and the potential repercussions that could result from the activities that they conduct

led to the circumstances that led to this situation. According to the authors De Veirman et al.

(2017), influencer marketing operates in an area that is largely unsupervised, which raises concerns

regarding authenticity, transparency, and the likelihood of exploitation because of the nature of the

field. Traditional forms of advertising, on the other hand, conduct their operations in an

environment that is subject to a greater degree of regulation. Although the regulatory framework

for digital content is still in the process of being developed in Pakistan, it is necessary to have clear

norms in order to guarantee that influencers behave in a responsible and ethical manner when they

are marketing products or lifestyles to young people who are susceptible to being influenced

(Kamal et al., 2020). By implementing programmes that aim to enhance media literacy and critical

thinking skills among young people, it is possible to equip young people with the ability to

differentiate between fact and fiction and to traverse the digital realm in a more efficient manner

(Livingstone and Third, 2017). Both of these abilities are essential for young people to have.

The conclusion of the literature review is that it sheds light on the complex relationship that exists

between the extravagant lifestyles of social media influencers and the influence that they have on

the younger generation in Pakistan. This relationship is a complex one, and the literature review

throws light on it. The objective of this review is to present a comprehensive overview of the
subject matter, highlighting the demand for future research and aggressive steps to prevent the

potentially damaging affects of influencer culture on the brains of young people who are sensitive

to their surroundings. The purpose of this review is to provide a comprehensive overview of the

subject matter by drawing on a variety of views, such as those concerning social comparison,

materialism, psychological well-being, cultural globalisation, and regulatory challenges.

Research Gap:

The research gap that I see in the past research papers related to this topic is that researchers could

delve deeper into the fact that to what extent youth of Pakistan is influenced by these influencers

and strong is social media affecting this generation.

Research Questions:

1. To what extent do Pakistani youth compare themselves to the extravagant lifestyles

portrayed by social media influences and how does this social comparison affect self-

esteem.

2. Is there a correlation between exposure to social media influencers with extravagant

lifestyle and materialistic attitudes among Pakistani youth?

3. To what extent the exposure to portrayal of extravagant lifestyle by social media

influencers affect youth positively/negatively?

Methodology:
I chose quantitative method as it helps gain a broad understanding of the impact of social media

influencers on Pakistani youth. Statistical and clear data will help me identify any correlation

between exposure to influencer lifestyle and measurable outcomes like self-esteem, materialism

and social media usage. It helps generalize the findings to a larger population of Pakistani youth.

Through surveys and questionnaires, it will easier to collect data at a large scale and get an insight

of maximum number of youngsters to draw more accurate conclusions.

Discussion:

The use of social media platforms is increasing day by day and as a result almost every youngster

is using social media. In order to kill boredom or any other time pass reason on social media, youth

encounter many content creators. The people who follow these content creators are influenced by

the content that they watch and the influence has consequences. Social media influencers now a

days have a trend to showcase extravagant lifestyle. This involves showing off expensive objects

such as cars, mobile phones, wrist watches etc. In addition, they show how irresponsibly they are

spending money and how they are fulfilling their wishes by doing anything they want because they

have wealth. Youth of Pakistan is extremely influenced by this phenomenon, those who are

capable are adapting this lavish lifestyle and using social media to show-off similarly like these

influencers. They are getting materialistic and brand conscious because they are adapting it from

the content they see on social media. On the other hand, those are not very wealth are either trying

to fake it by showing that they are leaving a lavish lifestyle but they actually are not. They do this

just to fit in the high-class society and to get famous like these social media influencers. In addition,

the people who can not even fake they get inferiority complex by social comparison. Social media
influencers way of living has way more influence than we can imagine, they are changing trends

they are changing culture. Now a days, showing off on social media has become culture. People

show what they bought, what they are using, what they are eating and where they are going on

social media like a daily routine. It has become a habit and most of it is not even reality. Moreover,

materialistic attitude has increased among youth. They are getting more brand conscious; their

preference is high end brands rather than economical and good quality products. These changes

are a result of social media influencers’ extravagant lifestyle.

A survey was taken through questionnaire from youth that supports this point of views.

34.6% people agreed that watching extremely wealthy lifestyle of influencers makes them feel

inadequate. 19.2% people are unsure, but in their subconscious, they are influenced by it and they

don’t even know it.

Majority people are making purchasing decisions based on the products or services endorsed by

social media influencers. This shows to what extent people are influenced by them (influencers).

More than 75% youngsters believe that influencer’s extravagant lifestyle set unrealistic

expectations for the youth as it is not even sure that they are real or not.
More than 70% respondents believe what influencers show is not even reality because the

extravagance is so extreme that it is a little too difficult for them to believe it as truth.

65-75% of the respondents are negatively affected by social media influencer’s extravagant

lifestyle as it compromises their mental well being and they feel financial insecurity after watching

their lifestyle. They also believe that their choice is affected by these influencers as they are getting

more materialistic.
As it is understood that everything has a positive and negative effect, it depends on how each

individual is taking it. Similarly, the effect of social media influencers’ extravagant lifestyle is

both positive and negative. Some questions were relevant to positive effects of social media

influencer’s extravagant lifestyle.

The extravagance portrayed by social media influencers is taken positively as well by youth. They

take them as an inspiration for themselves to work hard and grow so that they can achieve what

their role models have achieved.

Conclusion:

Social media influencers are a huge part of social media platforms and these influencers have a

pattern of portraying a lifestyle of extravagance on their social media platforms which is observed

and adapted by youth. The influence has both positive and negative effects on the youth of Pakistan

as each individual adapt differently. From inferiority complex, materialistic mindset, insecurity

and mental disturbance to inspiration, motivation and determination, these content creators have

great influence on the youth. The lifestyle they show is not always true as it involves exaggeration
and bragging to attract audience which affects the youth negatively because they take these

influencers as role models and everyone wants to be like their role model but when they can’t

achieve these unrealistic expectations their mental well-being is compromised. Social media

Influencers has a huge responsibility towards their audience as their main audience is youth and

youth adapt more quickly. These influencers should show only realistic and modest lifestyle

because they are the role models for youth and in order to gain audience, they should not only

show them their success but also guide them how to achieve that success. They can be a driving

force for the youth of Pakistan to grow and achieve their goals in life.

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