Social and Psychological Effects of Instagram Influencers on Young Women

Majid Ul Ghafar; Muhammad Junaid; Sabahat Khan

doi:10.32350/mcr.51.05

Majid Ul Ghafar Department of Communication & Media Studies, Hazara University, Mansehra, Pakistan
Muhammad Junaid Department of Communication and Media Studies, Gomal University, D.I.Khan, Pakista
Sabahat Khan Department of Communication & Media Studies, Hazara University, Mansehra, Pakistan

DOI: https://doi.org/10.32350/mcr.51.05

Keywords: effects, Instagram, influencers, popularity, psychological, Social media, youth

Abstract

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Social media applications and other social networking sites are widely used by majority of users all over the world. These are used for the purpose of interaction and information gaining and sharing. Social media applications enable their users to interact with different people, for instance, friends and family members to learn new trends, explore interests, and to get themselves entertained. Furthermore, social media applications also help users to increase their knowledge in a specific field. Additionally, these are also helpful to develop their own network by getting in touch with people related to their fields across the globe. The current study is based on survey technique to investigate and explore the effects and popularity of Instagram on female students of Hazara University. The study used media effects theories, such as social learning theory and cultivation theory. The sample size comprised a total of 200 female students of Hazara University and data was collected by using close-ended questionnaire. The data tabulation and its subsequent analysis revealed that overall majority of the respondents use social media application, that is, Instagram. They frequently upload different content in the form of pictures and videos. The exclusive analysis of the data revealed that overall majority of the respondents follow Instagram influencers and they rarely copy the dresses worn by them. The empirical findings also revealed that majority of young women disagree that Instagram influencers create any psychological effects on them.

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