متابعة الشباب الجامعي المصري لصانعي المحتوى عبر الشبكات الاجتماعية وعلاقتها بالمفاهيم المجتمعية لديهم

Shamseldien F. M.; Aseda Muhammed. A.

doi:10.35516/Hum.2026.9134

Authors

Shamseldien F. M. Communication Department, University Of Kalba, Sharjah, United Arab Emirates & Mass communication Department, Benha University, Benha, Egypt. https://orcid.org/0000-0002-6115-4439
Aseda Muhammed. A. Communication And Multimedia Department, University College Of Bahrain, Manama, Bahrain & Department Of Radio And T.V, Beni Suef University, Beni Suef, Egypt. https://orcid.org/0000-0001-9573-344X

DOI:

https://doi.org/10.35516/Hum.2026.9134

Keywords:

Social networks, social media influencers, societal concepts, university youth.‎, content creators

Abstract

Objectives: The study aimed to monitor and trace the potential effects of content creators on university youth's societal concepts, taking into account the notion that influencers are one of the prominent phenomena growing on social media.

Methods: The study relied on the survey approach, where a questionnaire was designed and distributed to a purposive sample of (400) students at Cairo University and October 6 University in Egypt.

Results: The study results showed that that social media influencers have increasing influences on university students and their societal concepts according to the viewpoints they present to the youth. Also, content creation has become a profession out of which influences make huge profits. In the absence of regulatory frameworks for this phenomenon, its negative effects on their followers from the youth and society in general are increasing.

Conclusions: The study observes that the majority of influencers address serious issues without having any grounded academic background, and followers view them as opinionated people whose viewpoints and opinion should be adopted and embraced, and this may negatively affect the youth’s awarenees and perception of societal concepts. Thus, the study recommends establishing legislative and media regulatory frameworks for censoring and monitoring this phenomenon. It also recommends the need to qualify students of media colleges and institutes with the mechanisms for using digital platforms and their tools - in disseminating media and marketing messages. It also encourages state institutions to support some of influencers who are carefully selected to disseminate reliable information and news to confront rumors and false news.

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