"The Role of Digital Female Influencers in Promoting Consumer Culture: An Analytical Study of Selected Instagram Pages"

This study seeks to explore the role of social media influencers in disseminating consumer culture through the analysis of the content of three female influencers’ accounts on Instagram, namely: Menna El-Senni, Sahar Fouad, and Mai Yaqoubi. The study is grounded in four theoretical frameworks: Jean Baudrillard’s Postmodernism, Ulrich Beck’s Risk Society, Manuel Castells’ Network Society, and Pierre Bourdieu’s Cultural Capital. The research employed the survey method with both descriptive and analytical approaches, utilizing content analysis as the main tool to examine the nature of communicative messages (marketing, entertainment, educational, and awareness-oriented), the visual and linguistic forms of posts, in addition to measuring digital interaction indicators (likes, comments, shares, and views). The time frame selected for analysis extended from March to July 2025, coinciding with socially and culturally active seasons (Ramadan and the summer season).
The findings revealed that marketing-oriented content predominated across the accounts, with notable variations in strategy: Menna El-Senni focused on combining marketing with entertainment, Sahar Fouad presented luxurious lifestyles with limited awareness-oriented content, while Mai Yaqoubi combined educational content (recipes and practical tips) with direct product promotion. The analysis also highlighted the centrality of visual media—particularly videos and images—in shaping communicative messages, and emphasized the importance of language diversity (Arabic, English, or a mix of both) in addressing a culturally and socially diverse audience.