Analysis of celebrity fans among Iranian Instagram users

Instagram has created a new arena for celebrity activity and changed fan patterns. Today, visual self-representation is the most content of social media. In this situation, celebrities create a new identity for themselves.In this study, the survey method was used to collect information and the questionnaire technique was used. Also, in the theoretical part, the approaches of "representation of celebrities in social networks", "lifestyle and celebrity", "online socialization and celebrities" and "celebrity visual communication" have been used.The results of the research show that the interaction of fans with celebrities at the Para-Social level is more than the interaction at the level of identification and worship. Para-Social Interaction (PSI) as a new issue can affect people's self-image concerns. In such a way that the worship of famous people and Para-Social Interaction (PSI) are effective in this field. Approximately 47% of users are attracted to celebrities. In such a way that in addition to being interested in Para-Social Interaction (PSI) with celebrities, in the abstract dimension, they imitate the values and attitudes of celebrities, and in the behavioral dimension, they worship and imitate the lifestyle of the popular celebrity. The present study shows that the most important content production by celebrities for users is: "sharing and sending interesting updated images", "publishing videos and images of the celebrity's professional activity", "publishing heartfelt messages for fans in the form of images or messages" and "publishing works of fans on their Instagram page".