في فهم مؤثري الميديا الاجتماعية : العملية : الأسباب و المستويات : دراسة في ضوء منهج النظرية المجذرة

الملخص EN

This exploratory qualitative study aims to: Understand the impact of the socalled social media influencers, and it looks forward to analyze and deconstruct the concept of Impact that has changed from the institutional nature of mass media to the individualism led by the pioneers of social media, This study relied on the grounded theory approach, which seeks to build and extract theories through the inductive approach, and by using the deep interview and survey tools with a small sample of active followers of influencers for the aim to know/understand the nature of this effect, its causes and levels.

This fact is achieved by collecting qualitative data from the respondents.

and extracting categories of meanings and perceptions related to the process of influencing their minds and their real manifestation.

Finally, This study revealed the evolutionary layers effects of social media influencers from gratifications to reincarnation through cultural cultivation as classic theoretical explanations that were manifested through the analysis of the collected data, The study also developed, through the grounded theory method, a new theoretical model that we termed the reflexive correction, which contains a set of hypothesis, the most important one is: the continuous follow-up of the influencer’s achievements, interaction with them, and the immanent immersion in them gives a similar sense of achievement and self-realization, and it is the deepest effects that social media influencers can attain