العوامل المؤثرة في متابعة الجمهور العربي لحسابات المؤثرين على انستجرام : دراسة في ضوء نظرية التبادل الاجتماعي

Abstract EN

Social media has become an essential component of the communication landscape for the media audience, especially young people, and with the diversity of social media platforms, the forms of use and roles that its users take on varied as well.

Social circles follow him, which is what the influencers who have become a large presence on one of the most important of these platforms that attract them, called "Instagram".

It is characterized by capabilities that made it the preferred alternative for them as well as the attraction for followers, whose number is increasing day by day with the multiplicity of functions performed by influencers, as well as their ability to produce and publish content that meets the needs of their followers and increases their connection with each other.

Therefore, the study sought to determine the factors affecting the Arab public's follow-up to the accounts of influencers on one of the platforms through which they enjoy great activity, which is Instagram, and to know the costs that followers may make and the gains they achieve, whether material or moral.

The study relied on the Social Exchange Theory and its concept is cost-benefit.

This means that comparisons of cost and benefit drive human decisions and behavior.

Costs are what will be made or incurred as a result of the decision, such as time, money and effort.

The gains are the positive outcomes of social exchanges.

Therefore, the generally accepted idea is that people will subtract costs from rewards in order to calculate value.

The study reached many results, including: “Enjoyment and entertainment” is at the forefront of the motives of followers of influencers on Instagram, with a percentage of 20% , as for the costs that followers pay to influencers on Instagram, which came in the forefront of “I cut out the time for my social relationships in my usual life so that I can Follow up on what influencers publish on Instagram.

” In the first place, with a relative weight of 69.44, that “the articles presented by influencers on Instagram” increased my knowledge of new cultures.

” It came to the fore in knowledge gains to follow up on the materials posted by influencers on Instagram, with a relative weight of 71.25, and about loyalty gains that “Influencers' interaction with my comments makes me more inclined to follow them and continue to follow the materials they publish.

” It came in first place with a relative weight of 67.67, and that “the transparency of the influencer's performance made me trust what he posted.

” It came at the forefront of the trust gains achieved by the audience of followers of influencers on Instagram with a relative weight of 70.25, and the last one, “Influencers' discussion of issues from a different perspective increased my ability to analyze and criticize various topics.

” It came at the forefront of social efficacy gains, with a weight of n.

Spy 68.25.