Abstract

This qualitative study examines what it means to be a fan of social media influencers in Egypt. Social media, which have been primarily developed in the West, have infiltrated the Egyptian society; they have opened doors to different forms of personae and content such as social media influencers. In Egypt their numbers have increased, and they have become an important part of the social media scene. Egyptian youth are the primary consumers of the content presented by social media influencers. This study focuses on nine social media influencers and eighteen of their fans, and seeks to explore what is a fan and how do fans behave towards social media influencers. The analysis revealed that fans carry out distinct behaviors and that they appropriate the content presented. Moreover, fans identify with and develop parasocial relations with social media influencers and undergo changes in their attitudes and behaviors as a result of becoming fans.

Key Words: Youth, Influencers, Egypt, Parasocial Relationships, Fans, Social Media.

JCMR Journal of Communication and Media Research, Vol. 13, No. 1, April 2021, pp. 62 – 71

© Association of Media and Communication Researchers of Nigeria (AMCRON).

About the author

*       Hanan Ezzat, Ph.D., is a university lecturer and seasoned communications, digital and gender consultant. She holds a Ph.D. from the Rovira i Virgili University, Tarragona, Spain and a master’s degree from Cairo University. Her research interests include qualitative research, youth, identity, influencers, gender and social media.

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Article Citation

Ezzat, H. (2021). Behavior of fans towards social media influencers in Egypt. Journal of Communication and Media Research, 13 (1): 62 – 71.