The Effect of Instagram Influencers' Pages on Lifestyle (Case Study: Citizens of Tabriz)
mahmod ebrahimi saeid
1
(
)
leila niroomand
2
(
Associate Professor, Department of Communications, East Tehran Branch, Islamic Azad University, Tehran, Iran. (Corresponding author).
)
Keywords: Instagram pages, Influencers, lifestyle,
Abstract :
The research findings indicate that the characteristics of influencers and the content they produce have direct impacts on the lifestyles of their followers. Specifically, characteristics such as attractiveness, credibility, sincerity, and social interaction with the audience are factors that have a positive and direct influence on changes in people's lifestyles. The content produced, such as lifestyle advice, fashion suggestions, and health improvements, affects changes in individuals' eating habits, physical activity, and mental well-being. Furthermore, followers' individual motivations, such as entertainment, learning, and self-improvement, act as mediators in these effects. In other words, positive interactions with influencers and content relevant to users' personal goals lead to positive changes in lifestyle.
SEM modeling was performed to analyze the relationships between the independent variables (influencer characteristics, produced content, personal motivations) and the dependent variable (lifestyle). The model fit indices indicated a suitable model fit. The direct and indirect path coefficients show significant positive and negative effects at the 0.001 level. Specifically, the content produced by influencers has a negative effect with a coefficient of (-0.422) on some aspects of lifestyle (such as eating habits, physical activity, and mental health), while personal motivations like entertainment and learning have a positive effect. The model's good fit indices, including RMSEA=0.047 and CFI=0.931, demonstrate the model's overall effectiveness. These indices are particularly useful in social and behavioral models for evaluating the accuracy of hypotheses.
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