The role of social media influencers in shaping the interests of followers towards daily life patterns

The study aimed to apply the assumptions of social knowledge theory, which implies that the media can affect people's behavior, and it can provide them with social knowledge that they adopt through observational learning, and this social perception is preserved in the behavioral inventory of the individual to be used if the person is put in situations or circumstances similar to what he is watching, the researcher also aimed to conduct a field study on followers of social networking sites who follow such influential personalities to monitor the extent of the impact that such influencers may have on their followers of social networking sites. A field study was conducted on a deliberate sample of social media users and followers of social media influencers through a survey form that was shared by Google Forms during the period from January 2019 to June 2019. The study relied on the electronic survey form as a tool for data collection; the form consisted of 19 questions. The study reached several results, the most important of them are:
- There are many factors that make social media influencers successful, and followers are therefore interested in following them continuously. These factors are the targeted, influential content provided by these influencers and the trust that this influential person enjoys during his dealings with followers.
- The fields of (fashion and beauty), (reading and general culture), (methods of making DIY things) are among the most important areas in which followers are interested in following influencers.
- Social media influencers have a number of advantages, which are the availability of mutual comment between them and the followers and the followers of each other, in addition to the purposeful and renewable information that the influencer provides to his followers on an ongoing basis.
- While it appeared that one of the most important negatives of influencers is that they may take advantage of the number of followers they have to achieve personal benefits and to achieve personal gains from behind these various social accounts.