Designing a Framework for measuring the effectiveness of advertising on Instagram
Subject Areas : Media ManagementMohammad Abdolhoseini 1 , taher roshandel arbatani 2 , Seyed Vahid Aquili 3
1 - golrang
2 - tehran university
3 - tehran university
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Abstract :
Many domestic and foreign companies have invested in this area. With this description, the question arises: what is the model of measuring the effectiveness of commercial advertising of Iranian companies engaged in the production of health products on Instagram? first the literature of researches were studied and the initial model (including the dimensions and components mentioned in previous research) was extracted, then Initial interviews were conducted with experts and the initial model was modified. After these two steps, the questionnaires were distributed among 10 experts(were selected through purposeful sampling) in the field of advertising, management, digital marketing and health product advertising in two rounds. The results of this study show that in order to measure the effectiveness of advertising on Instagram, four dimensions can be assessed including ad-related dimensions evaluation (including 6 components), evaluation of target-related dimensions of the advertising community (including 9 components), and dimensions related to advertising. Brand (including 9 components) and Instagram-related dimensions evaluation (including 3 components) were emphasized. Among the different dimensions, the most important were related to advertising and media (4.9 out of 5) and the least related to brand (3.7 out of 5). In addition, the weight of each of the 27 components is determined by the reviewers. At the end of this research, given the specific situation of using Instagram in Iran, suggestions have been given to business owners and companies to be more successful in this field. Keyword: Advertising, Instagram, Marketing, Digital Marketing, Evaluating Effectiveness.
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