سيكولوجية المؤثر و قبائل المتأثرين في البيئة الرقمية

Abstract EN

This study focuses on the psychology of the influencer, because it directly affects humanity's natural desires for belonging, and the need for social harmony and interdependence, which is what influencers are achieving in the digital environment, whether on Facebook or Instagram, which has become the most used by this generation compared to the previous generation, as well as Tik Tok.

And YouTube, and due to its fan following, the influencer considers its activity a multi-billion dollar industry, through which they gain popularity among the crowd, especially the younger social users who are influenced by them and choose their food, drinks and brands in clothing, makeup and decoration from the recommendations provided by them that appear to them more realistic, which strengthens their confidence in them, and they consider them a reference figure for them as the sheikh of the new tribe to which they belong, and thus they constitute the affected tribes, which is what we will discuss and highlight in this study.