The study sought to determine the factors affecting the Arab public's follow-up of influencers' accounts on one of the platforms through which they enjoy the great activity, Instagram, and to know what the followers may incur in costs and the gains they achieve, whether they achieve material or moral. The study relied on the Social Exchange Theory, a concept related to social changes as a process of interactive exchanges between different individuals. The study reached results, including the diversity in the nationalities of the influencers who are followed on Instagram between Arabs and non-Arabs. However, most of them are Arabs by 48%, and about the criteria that must be met by a person so that we can call it the term "influencer," which came first in terms of content. "The content he publishes carries valuable information" at a rate of 17.2%, then "has credibility with his followers through what he offers" by 15.8%, and "enjoyment and entertainment" came at the forefront of the motives of followers of influencers on Instagram by 20%. As for the costs that followers do to influencers on Instagram, in the forefront of which was "I take time for my social relationships in my usual life so that I can follow what influencers post on Instagram. “In the first place, with a relative weight of 69.44, that "the articles presented by influencers on Instagram" increased my knowledge of new cultures" came at the forefront of knowledge gains to follow the articles posted by influencers on Instagram.
The study sought to determine the factors affecting the Arab public's follow-up of influencers' accounts on one of the platforms through which they enjoy the great activity, Instagram, and to know what the followers may incur in costs and the gains they achieve, whether they achieve material or moral. The study relied on the Social Exchange Theory, a concept related to social changes as a process of interactive exchanges between different individuals. The study reached results, including the diversity in the nationalities of the influencers who are followed on Instagram between Arabs and non-Arabs. However, most of them are Arabs by 48%, and about the criteria that must be met by a person so that we can call it the term "influencer," which came first in terms of content. "The content he publishes carries valuable information" at a rate of 17.2%, then "has credibility with his followers through what he offers" by 15.8%, and "enjoyment and entertainment" came at the forefront of the motives of followers of influencers on Instagram by 20%. As for the costs that followers do to influencers on Instagram, in the forefront of which was "I take time for my social relationships in my usual life so that I can follow what influencers post on Instagram. “In the first place, with a relative weight of 69.44, that "the articles presented by influencers on Instagram" increased my knowledge of new cultures" came at the forefront of knowledge gains to follow the articles posted by influencers on Instagram.