Analysis of Gratifications of Influencer Followers on Instagram and Analysis of Content Patterns and their Impact on the Behaviors of Palestinian Followers

(Media students at Hebron University as a case study)

Abstract

This study aims to explore the gratifications that media students at Hebron University experience as a result of following influencers on the Instagram platform. It identifies the types of content that are most appealing and examines the influence of this on their behaviors. To achieve this objective, a descriptive approach was adopted using a questionnaire as a tool. The questionnaire was distributed to a sample of 91 male and female media students at Hebron University using a convenience sampling method. The study was based on the Uses and Gratifications Theory and reached key findings. It was revealed that entertainment content constitutes the largest portion of media students' interests, with a percentage of 61%, while news content came in last with 18%. Additionally, educational content received a 30% interest rate. Furthermore, the study confirmed that content presented in the form of "stories" is considered the most attractive among students, reaching its peak in terms of their interest. On the other hand, content in the form of "image posts" receives the least attention. Regarding the gratifications achieved, the results indicate that following influencers is done for the purpose of breaking the routine of daily life and spending enjoyable time, in addition to achieving entertainment and relaxation. The study also showed that following influencers plays a role in increasing awareness and knowledge, as well as providing news content to students.