Anushka Ramchander

How does the blurring of advertising and organic content (e.g., influencer marketing, product placement) on social media affect adolescents’ susceptibility to the consumption of substances?

Started Mar. 3, 2026

Abstract or project description

Hypothesis: Teenagers that are more exposed to the blurring of advertising will not be able to recognize ads as efficiently as teenagers who do not experience integrated advertising, and will fall victim to framing effects, increasing their susceptibility to substance abuse. Project Description: This project will research how the blurred line between advertising and real content on social media affects teenagers’ susceptibility towards the consumption of substances. I will analyse how this type of advertising uses cognitive biases such as social proof, framing effects, and reduced ad recognition to influence teen decision making. At the core of this project, it will aim to prove that integrated advertising is less critically evaluated by teens and thus, it increases the potential susceptibility to substance abuse. Path to Research: First, I will add to my literature review, researching more about integrated advertising and the different methodologies in which it is carried out. Next, I will identify the differences between explicit ads and those disguised as real content, allowing me to give each a concrete definition. Next, I will research how reduced ad recognition lowers skepticism among teens, and then connect this to my overall research question in order to reach a conclusion. Other Subsidiary Questions: ● How does influencer marketing affect persuasion in advertising? ● To what extent are teens able to differentiate between real content and advertisements? Sources: I will find new sources that have researched integrated advertising and add them to my literature review. Some sources that I can use include the following: ● https://research.utwente.nl/en/publications/from-exposure-to-engagement-implicit-and-ex plicit-mechanisms-of-c/ ● https://digitalmarketinginstitute.com/blog/integrated-marketing-campaigns-traditional-and -digital-media-suc Methodology: First, I will review my literature review and add new sources on social media advertising. Next, I will define explicit advertising vs integrated advertising, which I will do by analyzing real social media platforms. Next, if feasible, I will conduct a survey to measure teens’ ability to differentiate between ads and real content, and assess their attitudes toward substances after this exposure. I will use these findings to draw a final conclusion