المحتوى الرقمي المؤثر عبر موقع أنستغرام ودوره في تشكيل ثقافة الاستهلاك لدى المرأة الجزائرية: دراسة نثنوغرافية

Abstract EN

The present qualitative research paper aims to shed light on the role associated with influencial digital content in shaping the culture of consumption among Algerian women, and in order to achieve this purpose, this study follows a nethnography method based on Participation Observation Tool and online unguided interview Tool.

The results of the study revealed the many forms of interaction of Algerian women in question with influential digital content, such as likes, comments and the participation of the publication.

The culture of consumption was also reflected in the culture of MacDonaldia, the culture of commercial centres and the culture of entertainment.

It has also adopted a bragging consumer pattern that is due to the love of imitation and herd behavior by the study sample.