The credibility of the content of influencers on social media and the public’s attitudes towards

The current study aims to reveal the audience's tendency towards influencers on social networking sites, as well as analyzes the motives of the audience's exposure to the content provided by these influencers, and the elements of the credibility of this content, using the uses and gratification approach, and the theory of source credibility, through field study – based on survey method. It targeted 400 respondents with different demographic characteristics. The study reached a set of results, the most important of which are:
- The high intensity of respondents' exposure to the influencers' pages on Facebook because of its interactiveness, freedom, and immediate resonance.
-The audience’s preference for content that varies between written texts, images, and video clips, which ensures the greatest interaction with the public, regardless of its desires and needs, and thus increases the number of followers affected by the content provided.
-The utilitarian motives emerged as the most prominent motives of followers of influencers on social networking sites, either directly or indirectly, and are related to the influencers’ distinctive and intense style, which make young people receive information easily, enabling them to increase their information, life experiences and skills.
- As for the components of the trend, the emotional component appeared to be higher compared to the behavioral and cognitive components, which means that the greater the emotional relationship between influencers and their followers, the greater their influence, and the higher their acceptance rate and conviction in the content they provide.