مرکز منطقه ای اطلاع رسانی علوم و فناوری پژوهش انحرافات و مسائل اجتماعی 3060-821X 5 17 2026 6 27 Investigating the Role of Instagram Influencers’ Pages in Lifestyle Formation: A Case Study of Users in the City of Tabriz بررسی نقش صفحات اینستاگرامی اینفلوئنسرها در سبک زندگی مورد مطالعه: کاربران شهر تبریز 89 118 fa محمود ابراهیمی سعید ليلا نيرومند تهران 2025 9 30 Investigating the Role of Instagram Influencers’ Pages in Lifestyle Formation: A Case Study of Users in the City of Tabriz   Mahmoud Ebrahimi Saeid<a href="#_ftn1" name="_ftnref1">*</a>  Leila Niroomand<a href="#_ftn2" name="_ftnref2">**</a>   This research aims to investigate the impact of Instagram influencers’ pages on the lifestyle of citizens in Tabriz. In the contemporary era, social networks, particularly Instagram, play a decisive role in shaping the behavioral patterns and lifestyles of users. This study was conducted using a quantitative approach and a survey method. The statistical population consisted of the citizens of Tabriz, from whom 388 individuals were selected through simple random sampling. Data were collected via an online questionnaire using a five-point Likert scale and analyzed using Structural Equation Modeling (SEM). The findings revealed that influencer characteristics—such as attractiveness, credibility, trustworthiness, and social interaction—have a direct and significant impact on changes in the followers’ lifestyles. Furthermore, content produced in the fields of fashion, health, and lifestyle has led to changes in individuals’ dietary habits, physical activity, and mental health. Users’ personal motivations, including entertainment, learning, and self-improvement, also play a mediating role in these relationships, reinforcing the influence of influencer content. The results of the structural equation modeling indicated that the model of relationships between independent variables (influencer characteristics, produced content, and personal motivations) and the dependent variable (lifestyle) has a favorable fit (RMSEA=0.047, CFI=0.931). Path coefficients indicate that although some promotional content from influencers can have a negative impact on certain aspects of lifestyle, such as nutrition and mental health (β=-0.422), users’ positive motivations, particularly in the areas of learning and self-improvement, demonstrate significant positive effects. In conclusion, the findings suggest that the influence of Instagram influencers on the lifestyle of Tabriz citizens is multidimensional and depends on the type of content and user motivations. The results of this research can be utilized in cultural and media policy-making to improve media literacy and promote healthy lifestyles.   Keywords: Instagram Pages; Influencers; Lifestyle; Media Literacy; Digital Content.     In the contemporary sociological landscape, the intersection of digital communication networks and consumer culture has fundamentally reconfigured the mechanisms of identity construction and socialization. In Iran, Instagram has transcended its initial function as a simple micro-blogging or entertainment platform to become an autonomous cultural arena that heavily dictates patterns of cultural consumption, aesthetic standards, and lifestyle paradigms. As urban citizens spend a substantial portion of their daily lives navigating this digital space, the platform has become a primary site for role modeling, value transmission, and symbolic representation. Within this digital ecology, social media influencers operate as highly potent informal opinion leaders and creators of symbolic capital. By sharing curated everyday narratives, these micro-celebrities foster a deep sense of psychological proximity with their audiences. This mediated closeness allows them to bypass traditional cultural institutions and directly shape the choices, aspirations, and values of their followers. Crucially, this sociological dynamic is not a unidirectional process of passive media cultivation. Audiences act as active agents driven by distinct cognitive and emotional motivations—such as entertainment-seeking, knowledge acquisition, or self-actualization. These subjective needs act as filtering mechanisms that determine the extent and direction of an influencer's impact. Focusing empirically on the metropolitan population of Tabriz, this study explores the structural and socio-psychological pathways through which Instagram influencers shape modern lifestyles.   This research adopts a quantitative survey design. The statistical population consisted of Instagram users in the city of Tabriz. In order to enhance generalizability, a simple random sampling method was employed, resulting in a sample size of 388 respondents. Data were collected through a structured questionnaire based on a five-point Likert scale. The instrument measured the core constructs of the conceptual model, including: Perceived characteristics of influencers (attractiveness, credibility, authenticity, and social interaction); Content characteristics of Instagram pages (fashion, health, and lifestyle-related content); User motivations (entertainment, learning, and self-improvement); Lifestyle-related indicators (nutrition, physical activity, cultural consumption, and mental health). Data analysis was conducted using Structural Equation Modeling (SEM), which allows for the simultaneous examination of direct and indirect relationships, the assessment of mediating variables, and the evaluation of overall model fit. The model fit indices indicated an acceptable fit of the theoretical framework to the empirical data (RMSEA = 0.047; CFI = 0.931). These indices confirm the adequacy and consistency of the proposed conceptual model with the observed data. Additionally, the reliability and validity of the constructs were confirmed through Cronbach’s alpha coefficients and factor loadings.   The findings of the study indicate that influencers’ characteristics play a significant role in shaping users’ lifestyles. Specifically, factors such as attractiveness, credibility, trustworthiness, and social interaction were found to have direct and statistically significant effects. These results suggest that within the Instagram environment, influence is not determined solely by the number of followers or the volume of content produced; rather, the perceived qualities of the influencer play a crucial role in shaping audience acceptance of messages. Another important finding is that content shared by influencers particularly in the areas of fashion, health, and lifestyle—has a significant relationship with various aspects of users’ everyday lives. According to the study’s results, such content influences users’ dietary habits, physical activity, and mental health. This indicates that influencers can institutionalize certain patterns of consumption and everyday practices among audiences through the continuous representation of specific behaviors and lifestyles. In addition to content-related effects, user motivations were identified as important mediating variables. Motivations such as entertainment, learning, and personal development encourage users to follow influencer pages with greater enthusiasm and engagement, thereby increasing the likelihood of being influenced by the content they encounter. In other words, users are not attracted solely by the visual appeal of content; their personal goals and needs also contribute significantly to strengthening this relationship. At the same time, the findings also reveal a negative effect associated with certain types of promotional content. In particular, some advertising-oriented content demonstrated a negative relationship (β = -0.422) with aspects of nutrition and mental health. This finding suggests that not all forms of influencer impact are necessarily positive, and certain promotional or unrealistic portrayals may produce undesirable consequences for users. From the perspective of media sociology, such results serve as an important warning regarding the commercialization of lifestyle and its potential implications for citizens’ mental health and consumption behavior. Furthermore, the model fit indices, including RMSEA = 0.047 and CFI = 0.931, indicate that the proposed conceptual model effectively explains the empirical data. This strengthens the credibility of the findings and demonstrates that the model developed to explain the influence of Instagram influencers on lifestyle possesses satisfactory theoretical and empirical coherence.   The findings of this study demonstrate that Instagram influencers’ pages have become one of the most significant factors shaping lifestyle among citizens of Tabriz. This influence results from the interaction of several elements. On the one hand, the personal characteristics of influencers—such as attractiveness, credibility, and trustworthiness create the conditions necessary for trust and acceptance. On the other hand, the nature of the content shared in areas such as health, fashion, and lifestyle contribute to the reconfiguration of consumption patterns and everyday behaviors. Finally, users’ motivations either intensify or weaken this process. The results of the study are also consistent with theoretical perspectives related to para social interaction and the Two-Step Flow of Communication. Within this framework, influencers function as informal intermediaries in the transmission of meaning and behavioral patterns, while users reproduce the shared content in their everyday lives through processes of trust, identification, and symbolic connection. Consequently, the impact of Instagram on lifestyle should be understood through the interaction between media structures, message source characteristics, and user agency. From a practical perspective, the study highlights the importance of media literacy. Given that certain promotional content may have negative consequences for nutrition and mental health, users need to be aware of the commercial and persuasive nature of some messages. In addition, educational and cultural institutions can utilize responsible influencers to promote healthy lifestyles. Supporting positive and constructive social interactions through educational and support groups is therefore considered one of the important practical recommendations of this research. At the policy level, the findings suggest the need to establish a balance between promoting healthy lifestyle patterns and preventing harmful or unrealistic representations. This issue is particularly important in a media environment where the boundaries between advertising, entertainment, and lifestyle advice have become increasingly blurred. 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(2024) The influence of social media on health behaviors: A comprehensive review. International Journal of Environmental Research and Public Health. <a href="https://doi.org/10.3390/ijerph21020198">https://doi.org/10.3390/ijerph21020198</a>.       <a href="#_ftnref1" name="_ftn1">*</a> Ph.D. Student in Social Communication Sciences, North Tehran Branch, Islamic Azad University, Tehran, Iran. <a href="mailto:M.ebrahimisaeid@iau.ac.ir">M.ebrahimisaeid@iau.ac.ir</a> https://orcid.org/0009-0007-0187-3742 <a href="#_ftnref2" name="_ftn2">**</a> Corresponding Author: Associate Professor, Department of Communication, East Tehran Branch, Islamic Azad University, Tehran, Iran. <a href="mailto:362479@iau.ac.ir">362479@iau.ac.ir</a> https://orcid.org/0009-0003-4882-659X این پژوهش با هدف بررسی تأثیر صفحات اینفلوئنسرهای اینستاگرام بر سبک زندگی شهروندان تبریز انجام شده است. در عصر حاضر، شبکه&zwnj;های اجتماعی به&zwnj;ویژه اینستاگرام، نقش تعیین&zwnj;کننده&zwnj;ای در شکل&zwnj;دهی به الگوهای رفتاری و سبک زندگی کاربران دارند. این مطالعه با رویکرد کمّی و روش پیمایشی انجام شد. جامعه آماری شامل شهروندان تبریز بود که ۳۸۸ نفر از آنان به &zwnj;صورت تصادفی ساده انتخاب شدند. داده&zwnj;ها از طریق پرسشنامه آنلاین با مقیاس پنج&zwnj;درجه&zwnj;ای لیکرت گردآوری و با استفاده از مدل&zwnj;سازی معادلات ساختاری (SEM) تحلیل شد. یافته&zwnj;ها نشان داد که ویژگی&zwnj;های اینفلوئنسرها همچون جذابیت، اعتبار، صداقت و تعامل اجتماعی، تأثیر مستقیم و معناداری بر تغییرات سبک زندگی دنبال&zwnj;کنندگان دارند. همچنین محتوای تولیدی در زمینه&zwnj;های مد، سلامت و سبک زندگی، موجب تغییراتی در عادات غذایی، فعالیت بدنی و سلامت روانی افراد شده است. انگیزه&zwnj;های فردی کاربران از جمله سرگرمی، یادگیری و بهبود فردی نیز نقش واسطه&zwnj;ای در این روابط ایفا کرده، اثرگذاری محتوای اینفلوئنسرها را تقویت می&zwnj;کند. نتایج مدل&zwnj;سازی معادلات ساختاری نشان داد که روابط میان متغیرهای مستقل (ویژگی&zwnj;های اینفلوئنسر، محتوای تولیدی و انگیزه&zwnj;های شخصی) و متغیر وابسته (سبک زندگی)، برازش مطلوبی دارد (RMSEA=0.047، CFI=0.931). ضرایب مسیر بیانگر آن است که هرچند برخی محتوای تبلیغی اینفلوئنسرها می&zwnj;تواند اثر منفی بر جنبه&zwnj;هایی از سبک زندگی مانند تغذیه و سلامت روان داشته باشد (β=-0.422)، انگیزه&zwnj;های مثبت کاربران به&zwnj;ویژه در زمینه یادگیری و بهبود فردی، تأثیرات مثبت و معناداری نشان می&zwnj;دهد. در مجموع یافته&zwnj;ها بیانگر آن است که اثرگذاری اینفلوئنسرهای اینستاگرامی بر سبک زندگی شهروندان تبریز، چندبعدی و وابسته به نوع محتوا و انگیزه&zwnj;های کاربران است. نتایج این پژوهش می&zwnj;تواند در سیاست&zwnj;گذاری فرهنگی و رسانه&zwnj;ای برای بهبود سواد رسانه&zwnj;ای و ترویج سبک زندگی سالم به کار رود.

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