المؤثرون أو قادة الرأي الجدد على اليب 2. 0 : قراءة في مفاهيم السلطة و التأثير و عرض الذات و السمعة الرقمية

Abstract EN

The study deals with the role that influencers have become through social media platforms and revolves around three main questions: Who is the influencer? How is his power and influence embodied on social media platforms? And how did he turn, thanks to this power, into a promoter of the image of brands and their products? The study is a conceptual theoretical approach that aims to shed light on a phenomenon associated with Web 2.

0, which has psychological, social, communicative, commercial and economic dimensions.

Its importance appears as a young phenomenon in the field of media and communication sciences that needs more conceptual, theoretical and applied framing The results of the study revealed that the process of self-review of influencers through social media platforms made them form new models of power and influence, and raised their commercial value, which made business organizations resort to them to build, manage and improve their digital image.