Project

An investigation of the personality traits that could identify vulnerable young people who will be susceptible to undue influence by social media influencers (SMIs)

Goal: This research focuses on determining the specific personality traits (e.g. extraversion, agreeableness, openness to new experiences) associated with susceptibility to undue influence by social media influencers. Once this is known, a workshop will be developed to help young people enhance skills that will enable them to avoid negative consequences associated with exposure to potentially harmful content posted by social media influencers. A mixed-method approach will be employed, relying on both quantitative and qualitative methods following a fixed mixed-methods design in which the use of quantitative and qualitative procedures is fixed and planned at the start of the research process and the measures are implemented as planned (Creswell, 2018).

Methods: Personality Test, Semi Structured Interview, Literature Review, Questionnaire Design, Mixed Methods

Date: 1 September 2020 - 1 December 2024

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Project log

Charles Alves de Castro
added a research item
Many ethical questions have been raised regarding the use of social media and the internet, mainly related to the protection of young people in the digital environment. In order to critically address the research question "who is responsible for ethically protecting minors in the digital environment?", this paper will review the main literature available to understand the role of parents, the government, and companies in protecting young people within the digital environment. We employed a holistic process that covers a state-of-the-art review and desk research. The article is divided into four sessions; (1) Government Policies from the European Union (EU) Perspective; (2) Parental Control; (3) An Overview of Companies and the Private and Self-Regulation Sectors; and (4) the Ethical Dilemma. Throughout, we reviewed specific topics regarding the potentially harmful content for young people within the digital environment, questioned how ethical concerns shape content and interactions online and discussed how internet parenting styles impact risks and opportunities for young people in the digital world. Finally, we analysed the research question contrasting it with the main findings in this review and offered recommendations.
Charles Alves de Castro
added a research item
This review focused on three main areas, "Social Media Influencers (SMIs) in Context, The Impact of SMIs on Adolescents, and Consumer Behaviour in a Digital Era – Generation Z in Perspective". This article aims to further the overall understanding of SMIs and outlines the impact of SMIs on adolescents‘ lives. Thus, the main objective of this literature review is to raise awareness within the marketing field about the influence of social media influencers on adolescents and how brands promote their products and content through social media influencers. The review comprised a regular search using electronic journal databases and secondary data from reports, surveys, and empirical research. The main findings from this review are insights about who social media influencers are, how to recognise them, how they impact adolescents‘ lives, how brands and SMIs are partnering.
Charles Alves de Castro
added 3 research items
Disrupting Thinking organised by the School of Accounting and Finance at TU Dublin. Disrupting Thinking endeavours to offer a forum that encourages innovative and disruptive studies that help us to gain a better understanding of our economy and its new dynamics. We seek to challenge the status quo and bring new insights into existing economic and financial theories and the way that our global economy interacts with our social, cultural, and political systems. We will host an exciting conference on the theme Covid-19 Global Challenges – The Economic and Financial Dimensions. https://arrow.tudublin.ie/dt/#:~:text=Join%20us%20at%20our%20first,economy%20and%20its%20new%20dynamics.
The annual EDI (Equality, Diversity and Inclusion) Research & Practice showcase is a platform for researchers and practitioners at TU Dublin to present and discuss their work on EDI related issues. Supported by the AIB Research Centre on Inclusive and Equitable Cultures (RINCE), this event aims to provide a forum for exchanging knowledge and experiences of EDI in research and in higher education institutions, to promote interdisciplinarity and to encourage future collaborations.
This paper aims to contribute to a better understanding of social media influencers (SMIs), namely their impact on adolescents' lives from a consumer behaviour perspective. Therefore, the main objective of this review is to present valuable information regarding social media influencers as critical players in influencing young people during their purchase decision-making process. The major finding is that marketers must consider online marketing strategies using social media influencers as crucial components to reach the attention of younger generations, such as generation Z. Moreover, research suggests that social media influencers have been efficiently promoting both brands and products, using target audiences to effectively enhance communication among peers. In addition, this review offers insights on the importance of encouraging SMIs to promote environmentally friendly products to reduce waste and pollution, as well as to seek to promote awareness to adopt a sustainable lifestyle, helping to achieve the United Nations sustainable development goals, and in particular SDG-13, as per the 2030 climate action agenda.
Charles Alves de Castro
added a research item
This article reviews and analyses factors impacting the evolution of the internet, the web, and social media channels, charting historic trends and highlight recent technological developments. The review comprised a deep search using electronic journal databases. Articles were chosen according to specific criteria with a group of 34 papers and books selected for complete reading and deep analysis. The 34 elements were analysed and processed using NVIVO 12 Pro, enabling the creation of dimensions and categories, codes and nodes, identifying the most frequent words, cluster analysis of the terms, and creating a word cloud based on each word's frequency. The review presents updated information about technological trends, marketing, and chronological elements regarding the evolution of the internet and social media. IJEEEE 2022 Vol.12(1): 30-41 ISSN: 2010-3654 http://www.ij4e.org/show-89-997-1.html
Charles Alves de Castro
added a research item
This review focused on three main areas, “Social Media Influencers (SMIs) in Context, The Impact of SMIs on Adolescents, and Consumer Behaviour in a Digital Era – Generation Z in Perspective.” This article aims to further the overall understanding of SMIs and outlines the impact of SMIs on adolescents’ lives. Thus, the main objective of this literature review is to raise awareness within the marketing field about the influence of social media influencers on adolescents and how brands promote their products and content through social media influencers. The review comprised a deep search using electronic journal databases and secondary data from reports, surveys, and empirical research. The main findings from this review are insights about who social media influencers are, how to recognise them, how they impact adolescents’ lives, how brands and SMIs are partnering. ISBN 978-88-943918-6-2
Charles Alves de Castro
added a research item
Presentation for the 7th SIM Doctoral & Research Colloquium organised by the Società Italiana Marketing (Italian Marketing Society) and University of Salento in Italy. Experts and research colleagues reviewed my presentation and proposal. I received feedback about many aspects of my research regarding research questions, clarity, focus, methodology and other elements. This is important to enhance the quality of my research and makes it relevant to the scientific field.
Charles Alves de Castro
added an update
I am delighted and grateful to have been awarded the Government of Ireland Postgraduate Scholarship 2021 funded by the Irish Research Council. This achievement is very important to pursue this research aiming to determine personality traits that make young people susceptible to control by social media influencers and work towards teaching them how to avoid the negative issues associated with such undue influence. This research is based in the Technological University Dublin.
 
Charles Alves de Castro
added a research item
I had a great experience presenting my latest article titled "Social Media Influencers (SMIs) in Context: a literature review" in the XVIII #SIMConference organised by the Società Italiana Marketing (Italian Marketing Society) and Università Politecnica delle Marche at the session Technology & Innovation Marketing. This paper was written in partnership with my supervisors Isobel O'Reilly and Aiden Carthy, thanks for your contribution. The main deliverables from the conference were the opportunity to exchange ideas with other academics and receive valuable feedback on my project. This article focus on three main objectives: - Raise awareness within the marketing field about the influence of social media influencers on adolescents. - Discuss ethical issues about the topic covered and bring the benefits, challenges, positive and negative impact of social media influencers in adolescents' lives. - Acknowledge the reader on how brands are promoting their products and content through social media influencers. The main findings from this review are insights about who social media influencers are, how to recognise them, how they impact adolescents’ lives, how brands and SMIs are partnering. This article will be published soon to the public. If you might are interested in SMIs, Marketing, Digital Transformations and Social Marketing, send me a message inbox. After publication, I will send you the article promptly. Additionally, this article is part of the project "An investigation of the personality traits that could identify vulnerable young people who will be susceptible to undue influence by social media influencers (SMIs)" funded by the Irish Research Council and based at Technological University Dublin and Centre for Psychology, Education, and Emotional Intelligence (PEEI).
Charles Alves de Castro
added an update
I had a great experience presenting my latest article titled "Social Media Influencers (SMIs) in Context: a literature review" in the XVIII #SIMConference organised by the Società Italiana Marketing (Italian Marketing Society) and Università Politecnica delle Marche at the session Technology & Innovation Marketing. This paper was written in partnership with my supervisors Isobel O'Reilly and Aiden Carthy, thanks for your contribution. The main deliverables from the conference were the opportunity to exchange ideas with other academics and receive valuable feedback on my project. This article focus on three main objectives: - Raise awareness within the marketing field about the influence of social media influencers on adolescents. - Discuss ethical issues about the topic covered and bring the benefits, challenges, positive and negative impact of social media influencers in adolescents' lives. - Acknowledge the reader on how brands are promoting their products and content through social media influencers. The main findings from this review are insights about who social media influencers are, how to recognise them, how they impact adolescents’ lives, how brands and SMIs are partnering. This article will be published soon to the public. If you might are interested in SMIs, Marketing, Digital Transformations and Social Marketing, leave your contact below, in the comments or send me a message inbox. After publication, I will send you the article promptly. Additionally, this article is part of the project "An investigation of the personality traits that could identify vulnerable young people who will be susceptible to undue influence by social media influencers (SMIs)" funded by the Irish Research Council and based at Technological University Dublin and Centre for Psychology, Education, and Emotional Intelligence (PEEI).
 
Charles Alves de Castro
added a research item
This poster intends to discuss the methodological approach that will be employed to achieve the objectives and research questions in this study. This study aims to determine the specific personality traits (e.g. extraversion, agreeableness, openness to new experiences) and/or personality profiles associated with susceptibility to undue influence by social media influencers. Once this is known, a training programme will be developed to help young people enhance skills that will enable them to avoid negative consequences associated with exposure to potentially harmful social media content. A mixed-method (MM) approach will be employed, relying on both quantitative and qualitative methods to achieve the main objectives in this research.
Charles Alves de Castro
added 2 research items
Poster presented in the 11th Annual Graduate Research Symposium 2020 - Technological University Dublin. Research: An investigation of the personality traits that could identify vulnerable young people who will be susceptible to undue influence by social media influencers (SMIs). This study aims to further the overall understanding of social media influencers ( and to specifically predict who will be susceptible to influence by them.
Poster presented in the 1st Disrupting Thinking Research Conference 2020 - Theme 1 Art and Education. https://www.tudublin.ie/media/website/news/2020/main-news/DisruptingThinking01_December2020_Programme15Dec.pdf&ved=2ahUKEwjo7_Gil6vvAhULecAKHVrHBp04FBAWMAB6BAgGEAI&usg=AOvVaw1Sg2Ggwa_ND3SCRqwuxQd0
Charles Alves de Castro
added a project goal
This research focuses on determining the specific personality traits (e.g. extraversion, agreeableness, openness to new experiences) associated with susceptibility to undue influence by social media influencers. Once this is known, a workshop will be developed to help young people enhance skills that will enable them to avoid negative consequences associated with exposure to potentially harmful content posted by social media influencers. A mixed-method approach will be employed, relying on both quantitative and qualitative methods following a fixed mixed-methods design in which the use of quantitative and qualitative procedures is fixed and planned at the start of the research process and the measures are implemented as planned (Creswell, 2018).