Assessing Influencer Culture and Fake Lifestyle Syndrome Among Nigerian Youth

The proliferation of social media influencer culture has introduced new pressures around identity, aspiration, and self-presentation, with growing concerns about its effect on the psychological and socioeconomic wellbeing of young Nigerians. This study assessed the relationship between influencer culture and the emergence of fake lifestyle syndrome among Nigerian youth. The study was anchored on Social Comparison Theory propounded by Leon Festinger, which holds that individuals evaluate their own social and personal worth by comparing themselves to others, particularly those perceived as superior. A descriptive survey design was adopted, targeting Nigerian youth between the ages of 18 and 35 in selected urban areas. A sample of 180 respondents was selected through simple random sampling, and a structured questionnaire served as the instrument of data collection. Findings indicated that exposure to influencer content on Instagram and TikTok significantly increased aspirational consumption behaviours among respondents, with many admitting to misrepresenting their financial status online or spending beyond their means to mirror influencer lifestyles. Peer validation through likes and followers emerged as a strong motivator for performative living. The study concluded that influencer culture actively fuels fake lifestyle syndrome among Nigerian youth by normalising unrealistic standards of living and materialism. It was recommended that digital literacy programmes be integrated into educational curricula, and that social media platforms introduce wellness disclosures to contextualise sponsored and curated influencer content.

Keywords: Influencer culture, fake lifestyle syndrome, Nigerian youth, social media, social comparison