https://iphopen.org/index.php/ssh <p><strong>IPHO-Journal of Advance Research in Social Science and Humanities, <a href="https://portal.issn.org/resource/ISSN/3050-8940">(e-ISSN 3050-8940, p-ISSN-3050-9319)</a></strong> A branch of science that deals with the institutions and functioning of human society and with the interpersonal relationships of individuals as members of a society’- Merriam Webster. We publish papers monthly harmonizing with the field of Social Science &amp; Humanities research. Accompanying zones of archaeology, law, sociology, anthropology, geographical research, philosophical studies, history, civil diversities, feminism, poverty &amp;wealth, population and so forth.</p> IPHO Journal en-US IPHO-Journal of Advance Research in Social Science and Humanities 3050-9319 <p>Author(s) and co-author(s) jointly and severally represent and warrant that the Article is original with the author(s) and does not infringe any copyright or violate any other right of any third parties and that the Article has not been published elsewhere. Author(s) agree to the terms that the <strong>IPHO Journal</strong> will have the full right to remove the published article on any misconduct found in the published article.</p> https://iphopen.org/index.php/ssh/article/view/419 <p>Thepresentedarticleexploreshow influencer cultures help shape the social and cultural worlds of 14-29-year-olds in a platform-saturated, post-Soviet, economically fragile context. Drawing on a mixed-methods design (survey of 450 young people, 10 in-depth interviews and 3 focus groups)and situating the findings within international research from more than 15 countries, it identifies four key clusters through which influencers structure youth life:norms of online self-presentation,health and risk practices, consumption and lifestyle aspirations, and career and future imaginaries.The analysis shows that young people do not simply imitate influencers, but negotiate continuously between global scripts of authenticity, self-branding and success, and local expectations around familyhonor, tradition and collective responsibility, producing hybrid identities that are creative yet marked by intensified comparison, emotional pressure and uneven media-literacy resources.In doing so, the article argues that influencers function as newsocializationagents whose power depends less on single posts than on their integration into the everyday infrastructures of news,advice and recognition that young people rely on.</p> Ketevan Pachulia Copyright (c) 2026 IPHO-Journal of Advance Research in Social Science and Humanities https://creativecommons.org/licenses/by-nc-sa/4.0 2026-03-25 2026-03-25 4 3 01 09 10.5281/zenodo.19222380