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The Influence Of The Celebrities Of Social Media Platforms On University Students, Hanan Al-Shiekh Dr., Mahmoud Al-Rajabi Dr.

Middle East Journal of Communication Studies

This study aims to identify the impact of famous people on social media platforms on university students. The qualitative methodology and inductive approach were used in the research by conducting in-depth interviews with 21 students from various Jordanian universities, and a focus group of 7 university students was selected, with 12 female influencers and 21 male influencers among them. The study showed that there are seven main reasons that motivate students to pursue and follow-up those influencers, which are: admiration and love, living in another world with different influences, career path, and the release of students’ stress, gaining information that …