Investigating the effectiveness of Instagram vertical video ads on the interactive behavior of online users in the medical equipment industry (Medical Iran)

Subject Areas : Marketing

fataneh alizadeh meshkani ¹ , Parima Khanbabaei ² , morteza honarmand azimi ³ , naser azad ⁴ , naser feghhi farahmand ⁵

1 - department faculty university ( south tehran azad)
2 - STUDENT
3 - Tabriz azad university
4 - Assistant Professor, Department of Management, South Tehran Branch, Islamic Azad University, Tehran, iran
5 - tabriz azad university

Received: 2023-01-14 Accepted : 2023-02-26 Published : 2023-11-22

Keywords: vertical video advertising, Instagram, interactive behavior of users,

Abstract :

The vertical mobile screen format has replaced the horizontal format to become the default for producing and consuming mobile videos. As the use of vertical video increases, an important yet unanswered question is how mobile users will respond to the format. The current study was conducted with the aim of investigating the effectiveness of Instagram vertical video advertisements on the interactive behavior of online users.The research method was descriptive-survey. The statistical population of the research were online users of a medical equipment page on Instagram. The sampling method was a period of one month. The research tools were two standard questionnaires: Ghasemi's Advertising Effectiveness Questionnaire (2013) and User Interaction Questionnaire by Vinrin and Operana (2021). The software used for data analysis was SPSS26.Data analysis showed that: 1- Vertical video advertising message has a positive and significant relationship with user participation. 2- The audience's perception of vertical video ads has a positive and significant relationship with the active participation of users. 3- The audience's awareness of vertical video ads has a positive and significant relationship with the engagement of users 4- The moderating effect of gender and age was not significant in the relationship between vertical video ads and employees' cooperative behavior.The results showed that, it can be claimed that vertical video advertising is effective in attracting the attention of the audience and will lead to their participation. Therefore, paying attention to this new approach in the field of online business can increase the effectiveness of advertisin