Changing Consumer Trends in Paid Advertising: Algorithms, Influencer Marketing, and Trust in the Age of AI
Author
Jelinek, Jana
Term
4. term
Education
Publication year
2026
Submitted on
2026-05-30
Pages
55
Abstract
Social media feeds are increasingly shaped by artificial intelligence (AI) and algorithms that use personal data to personalize what people see. Advertising is woven into entertainment and influencer posts, which can make it hard to distinguish ads from ordinary content. This study examines how such algorithmic systems and influencer marketing affect young adults’ trust, reactions, and resistance to paid posts on social media. We surveyed 150 university students aged 20–30 in Denmark. Before answering, participants viewed a simulated TikTok-style For You Page that mixed organic posts with sponsored ones. They then completed a questionnaire about ad recognition, perceptions of personalization, trust in influencers and platforms, and responses to sponsored content. Results show that algorithmically mediated advertising and influencer marketing shape how participants perceive and react to paid content. Most knew that platforms personalize feeds and use personal data, but many still struggled to spot sponsored posts in the mock feed. Influencer marketing remained persuasive because influencers were seen as authentic, relatable, and trustworthy. At the same time, participants raised concerns about privacy, data collection, excessive commercialization, and hidden persuasive intent, reflecting growing skepticism toward AI-driven advertising. Overall, trust in digital ads is conditional and continuously negotiated based on perceived authenticity, transparency, personalization, and commercial intent. The findings highlight the importance of transparency and ethical considerations in today’s digital marketing.
Sociale medie-feeds bliver i stigende grad styret af kunstig intelligens (AI) og algoritmer, der bruger persondata til at tilpasse, hvad folk ser. Reklamer flettes ind i underholdning og influencer-opslag, hvilket kan gøre det svært at skelne annoncer fra almindeligt indhold. Dette studie undersøger, hvordan sådanne algoritmiske systemer og influencer-marketing påvirker unge voksnes tillid, reaktioner og modstand mod betalte opslag på sociale medier. Vi gennemførte en spørgeskemaundersøgelse blandt 150 universitetsstuderende i Danmark i alderen 20–30 år. Før besvarelsen så deltagerne en simuleret TikTok-lignende For You-side, som blandede organiske opslag med sponsorerede. Derefter udfyldte de et spørgeskema om genkendelse af reklamer, opfattelser af personalisering, tillid til influencere og platforme samt reaktioner på sponsoreret indhold. Resultaterne viser, at algoritmestyret reklame og influencer-marketing former, hvordan deltagerne opfatter og reagerer på betalt indhold. De fleste vidste, at platforme personaliserer feeds og bruger persondata, men mange havde stadig svært ved at identificere sponsorerede opslag i den simulerede feed. Influencer-marketing forblev overbevisende, fordi influencere blev opfattet som autentiske, relaterbare og troværdige. Samtidig udtrykte deltagerne bekymringer om privatliv, dataindsamling, overdreven kommercialisering og skjult overtalelse, hvilket afspejler stigende skepsis over for AI-drevet annoncering. Samlet set er tillid til digitale annoncer betinget og forhandles løbende på baggrund af oplevet autenticitet, transparens, personalisering og kommercielle hensigter. Resultaterne understreger betydningen af transparens og etiske hensyn i nutidens digitale marketing.
[This apstract has been rewritten with the help of AI based on the project's original abstract]
Keywords