September 10, 2025Journalism and MediaOpen Access

Understanding Influencer Followership on Social Media: A Case Study of Students at a South African University

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Students engage with influencers as emotional anchors and role models, reflecting their need for connection and guidance.
Data collected from a structured online questionnaire reveals specific types of influencer content resonate with students.
Thematic analysis of responses indicates influencer content fulfills emotional and educational needs among youth audiences.
Understanding these motivations can help brands and policymakers align with the values of young South African students.

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This study explores how social media influencers affect student preferences and engagement, suggesting key drivers for their popularity.

Mlambo et al. (2025) studied this question.

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