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Open Access Article
1 - Investigating the effectiveness of Instagram vertical video ads on the interactive behavior of online users in the medical equipment industry (Medical Iran)
fataneh alizadeh meshkani Parima Khanbabaei morteza honarmand azimi naser azad naser feghhi farahmandThe 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 MoreThe 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 Manuscript profile -
Open Access Article
2 - Identify the displaing subcultures and the way of spreading norms in social network of instagram
mostafa ghanizadehInstagram has become a photo-based social network with widespread interest in Iranian society. Action in this space is different from action in everyday life. These differences include differences in culture as well as cultural diffusion. It's unclear how a norm would t MoreInstagram has become a photo-based social network with widespread interest in Iranian society. Action in this space is different from action in everyday life. These differences include differences in culture as well as cultural diffusion. It's unclear how a norm would turn into a bunch of subcultures. These are unknown or at least less known to sociologists due to their novelty. This article seeks to discover these differences. To explore these differences, the use of nethnographic methods has been used. In this regard, at first, fourteen subcultures with all the characteristics of the drama were discovered and described by using the Gaffman theory approach. For each of these subcultures, the type of display and prevailing form of action in each of the structural sections of the Instagram is explained. Then, the process of propagating the norms is described using the most experienced people who have had the most flora gathered in the Instagram. This description involves the formation of a norm and then the publication and imitation of others.in the end by combining these two issues, the process of formation and normalization of the norm from the time of the entry of users to the formation of subcultures is described and explained. Manuscript profile -
Open Access Article
3 - Investigating the Effect of Speech act on Communication Experience among Instagram Users
mahdiyeh bakhshi sarvenaz torbatiAbstract This research was conducted under the title ‘ study of the influence of Instagram speech act on communication experience ‘ among and accessible users of Instagram in Tehran. This research to study the influence of Instagram speech act on our daily l MoreAbstract This research was conducted under the title ‘ study of the influence of Instagram speech act on communication experience ‘ among and accessible users of Instagram in Tehran. This research to study the influence of Instagram speech act on our daily life communicative experience. Research method is survey. Data is gathered through questionnaire. Questionnaires were distributed among 384 randomly selected accessible and active of Instagram. The theoretical framework is inspired by theories of Ferdinand de Saussure, John Austin, John Searle and Michel Foucault. Research independent variable include Instagram speech act ( follow, share, like, comment ) and independent variable communication experience ( friendship, cordiality, understanding, and feedback ). Research hypotheses were tested by pearson technique. Results of this study showed that Instagram speech act influences communication experience. With increase in communication in Instagram world, our communication experience in real world has been influenced and is changing. Hence, we are facing the communication experiences from these modern communication technologies ( Instagram ). Results of this study showed that Instagram speech act influences communication experience. With increase in communication in Instagram world, our communication experience in real world has been influenced and is changing. Hence, we are facing the communication experiences from these modern communication technologies ( Instagram ). Keywords: speech act, Instagram, communication experience, real world, communication technologies. Manuscript profile -
Open Access Article
4 - Instagram and Lived Experience of its users
Behzad Karimi Ali Delavar Aliakbar FarhangiThe purpose of this phenomenological research was to study the lived experiences of 10 young adults in Tehran using Instagram. In this research, the contexts and conditions affecting the lived experiences of these users, such as the general characteristics of adult yout MoreThe purpose of this phenomenological research was to study the lived experiences of 10 young adults in Tehran using Instagram. In this research, the contexts and conditions affecting the lived experiences of these users, such as the general characteristics of adult youth and the technological characteristics of Instagram, are emphasized. In addition, the issue of evaluating the consequences of using Instagram by these users has been of special interest. According to the research done on Instagram, it can be said that the second and third issues, namely the effective conditions and also the evaluation of users, have been less considered in research and it seems that these issues were raised for the first time in this research. Are. The results of this exploratory study showed that for our participants, Instagram has provided a new way of seeing and being seen. In their experience, Instagram means making people's video accessible and intensifying communication; which seems to make the Instagram experience something different from the experience of other social networks. Their assessment of the effects and consequences of using this social network was full of dual emotions, experiences mixed with positive and negative emotions about the effects of using Instagram, emotions that ranged from pleasure to dissatisfaction Manuscript profile -
Open Access Article
5 - The Role of Social Networks in the Development of Home Businesses(Telegram and Instagram Case Study)
masih behrad mohammadreza rasouli akbar nasrollahiIn the modern age, businesses are growing and expanding intensely because of emerging new technologies and their availability. The purpose of this study was to identify the factors affecting the expansion of home-based business in telegram and Instagram. The research me MoreIn the modern age, businesses are growing and expanding intensely because of emerging new technologies and their availability. The purpose of this study was to identify the factors affecting the expansion of home-based business in telegram and Instagram. The research method is quantitative and based on a researcher-made questionnaire. The statistical population of this research includes home business activists, and the needed volume for the society was calculated 382 people based on Cochran formula. Next, members were selected and questioned using simple random sampling method. The reliability of the questionnaire was calculated using Cronbach's alpha method which is 0.772 which indicates acceptable validity of the items in measuring the research indices.The theoretical basis of this research is presented in two categories of media and economic theories of thinkers. Concepts and ideas of Walt Whitman Rowstow, David Reesman, Raymond Williams, Neil Esmelsrou Theories used include the Third Wave of Alvin Toffler, the Danish-based intercontinental society, the use and satisfaction of Manuel Castells.The results show that the set of economic, political, managerial and communication infrastructure factors, government oversight, government support and enhancement of ICT structure, tax and transaction costs, and the type of virtual network, have been instrumental in the growth and expansion of the home business. Manuscript profile -
Open Access Article
6 - Sociological Analysis of Factors Affecting Girls' Narcissism in Social Networks with an Emphasis on the Instagram Social Network
Massoumeh baghery قلیچی ghelichiThis article examines the relationship between the two concepts of narcissism and Instagram and examines the role of social networks in creating or increasing the pre-existing narcissism of people. In addition to examining Christopher Lash's opinions about modern societ MoreThis article examines the relationship between the two concepts of narcissism and Instagram and examines the role of social networks in creating or increasing the pre-existing narcissism of people. In addition to examining Christopher Lash's opinions about modern society and narcissists of our time and era, we measured the relationship between Instagram and narcissism by borrowing from Sigmund Freud's theories, which proposed two types of primary and secondary narcissism, as well as Irving Goffman's "performance society" theory. Meanwhile, Baudrillard's theories have been another useful theory in advancing this research. Based on the results and theories used in this research, it was found that a huge part of a person's attention in life matters is to create a positive feedback of himself for others. Narcissistic tendencies are present in almost all people, and the fact that such traits are more palpable today comes from the fact that social media, especially Instagram, has become one of the most common and widespread programs, and the features of these media are the possibility of appearing and It has enabled the emergence of phenomena such as narcissism Manuscript profile -
Open Access Article
7 - Persuasive speech action on Instagram social network in users' political participation (Case study: February 2020elections)
Mehdi Farajollahi Leila Niroomand Nader Sadeghi lavasaniInstagram, with its unlimited freedom and interactivity, has become the most important tool for political participation in Iran's elections. In this article, with the approach of persuasive verbal action of election materials and related issues in this platform, the eff MoreInstagram, with its unlimited freedom and interactivity, has become the most important tool for political participation in Iran's elections. In this article, with the approach of persuasive verbal action of election materials and related issues in this platform, the effectiveness of its election participation has been evaluated. For this purpose, a qualitative method has been done by examining the Instagram contents of the 2020 elections in two principled political spectrums [Fars , Rasaei, Bahar and Yaminpour] and reformists [Ali Nejad, Zibakalam and Tajzadeh] with Atlas TI. For persuasive speech, John Searle uses five affirmative, requesting, expressive, declarative, and obligatory actions, which are the most important persuasive tools in electoral participation. In addition to not entering the election debate on Instagram, the fundamentalist spectrum has used only three actions of request, announcement and expression, and there is no commitment action that indicates a serious involvement in the election to improve the lives of voters. In the area of negative participation, reformist influencers have used four persuasive actions: expressive, declarative, affirmative, and request, which are consistent with the goals of negative participation. The first conclusion is that there is no trace of positive electoral participation [persuasive persuasive speech] in the Instagram content examined by the two political spectrums. The second result of political participation in this article is divided into two categories, negative and positive. The gray layer or passive ones whose criterion is not to vote in this work is known as negative political participation with the characteristic of conscious non-voting. Manuscript profile -
Open Access Article
8 - Female Users' Experiences of Identification with Cosmetic Surgery in Instagram Content
Mina Jelvan Abbas ZamaniThe present study was conducted with the aim of explaining the experiences of female users of identifying with cosmetic surgery in Instagram content. The research method was a qualitative type of phenomenology. For this purpose, based on the qualitative research process MoreThe present study was conducted with the aim of explaining the experiences of female users of identifying with cosmetic surgery in Instagram content. The research method was a qualitative type of phenomenology. For this purpose, based on the qualitative research process and selected methods, from the field of research, which was all women who performed cosmetic surgery or cosmetic surgery through the Instagram program, a number of them were selected as the final sample based on heterogeneous targeted sampling. There were 7 people whose information was collected using semi-structured interviews and the interviews were continued until information saturation. In the following, the findings were analyzed using the 7-step method of Claysey. From the total findings of this research, a number of 186 related sentences and phrases were extracted, and after removing duplicate codes, 92 conceptual codes were obtained. First, the codes were converted into simple concepts and then they were categorized into 9 categories with the same concept and 2 main propositions, which included environmental factors with 5 sub-concepts, background factors with 4 sub-concepts. The findings indicated that women who underwent cosmetic surgery through Instagram had successful and unsuccessful experiences, which were the result of research and searching on Instagram, consultation with friends and clinic consultants, family supervision, and finally their own personal opinions. And of course the influencing factors were the family's situation and opinions, economic situation and interest in changing body and being modern Manuscript profile -
Open Access Article
9 - Penal Consequences of Under Supervise of Activities on Clients in the Instagram Social Network
babak pourghahramani SINA JAHANARA As technology evolves and viraling of many applications among people, Instagram has been able to overcomes to the other competitors and also becomes to the one of the most popular communicational applications. Attendance and activities of various persons in the More As technology evolves and viraling of many applications among people, Instagram has been able to overcomes to the other competitors and also becomes to the one of the most popular communicational applications. Attendance and activities of various persons in the Instagram social network regardless of the act, gender, culture, etc… qualifications can eventuate the penal consequences. The consequences that clients are ignorant in some cases therefore, the purpose is to conduct a probe of penal consequences of supervising activities on clients in the Instagram social network in library methods. In the further of the essay we will try to give a juridical description and content analysis based on legal and logical methods in order to obtain the best opinions and also to determine the existing ambiguities and recognizing the real palace of the subject and displaying it. We are also about to try the way of presenting the subjects of research includes theoretical aspects, as well as practical and applied aspects. In fact in producing and gathering it has been tried to with utilizing of analytical methods and library resources, despite limited resources in this field, opinions of jurists (internal & foreign) in every fields which is related to same title, has been collected and as far as possible, by referring to their books and articles, the issues studied and also prevailing practical procedures in this regard should be stated. The result of research declared that with due attention to functions of Instagram proceeding of clients in some cases are against them and sometimes against others within both cases it can bring penal consequences. Some consequences that they have considered as a criminal act in common and special low with existing essay despite checking essence and functions of Instagram it will check the penal consequences of activities from clients in the mentioned network. Also, while examining various laws, although the relationship between cyberspace and the real environment is undeniable, the effects of virtual social networks such as Instagram are more destructive than the real environment; therefore, these two issues cannot be put in the same format and stricter penal laws need to be applied to this environment. Of course, this requires strengthening the cultural and social infrastructure, rational management and monitoring of users' activities on social networks, synchronization and improving the performance of other information and communication technologies with this new technology Manuscript profile -
Open Access Article
10 - Content Analysis of Iranian Celebrity Posts with the most Followers on Instagram
Zahra Zare -
Open Access Article
11 - Investigating the effect of Content and Social-Relation Gratification in Instagram on customer purchase intention, explaining the mediating role of customer resonance
milad moradi dizgarani Abozar Aghaei KordshamiInstagram network as a social network focused on sharing photos and videos, is a new phenomenon and affective on users purchase behavior which in the field of marketing and customer purchase behavior has been less studied. This study aims to Investigating the effect of MoreInstagram network as a social network focused on sharing photos and videos, is a new phenomenon and affective on users purchase behavior which in the field of marketing and customer purchase behavior has been less studied. This study aims to Investigating the effect of Content and Social-Relation Gratification in Instagram on customer purchase intention, explaining the mediating role of customer resonance. This study is an applied one according to the purpose and it is a descriptive survey according to the method. The statistical population consisted of all students of Razi University of Kermanshah on the number of 13161 people. The sample size has been calculated 374 people, based on a Cochran formula. The sampling procedure was convenience sampling and a questionnaire was utilized to collect data. Cronbach's alpha coefficient and combined reliability were used to evaluate the reliability of the questionnaire. Convergent and divergent validity were also used to confirm the validity of the questionnaire. The statistical analyses were run by SMART-PLS. The results of the study reveal that hedonic value, homophile and informational influence have a positive and significant effect on customer resonance in Instagram network. As well as customer resonance in Instagram network has a positive and significant effect on customer purchase intention. Manuscript profile -
Open Access Article
12 - Investigate the difference of the impact of brand engagement (consumption of content and contribution of content) on social media between Generations X and Y
sara rostamizad K. Heidarzadeh fereshteh lotfizadehThe purpose of this study was to investigate the difference of the impact of brand engagement (consumption of content and contribution of content) on social media between Generations X and Y. in terms of goal, is an applied research and in terms of data collection metho MoreThe purpose of this study was to investigate the difference of the impact of brand engagement (consumption of content and contribution of content) on social media between Generations X and Y. in terms of goal, is an applied research and in terms of data collection method is descriptive. In order to gather information in this research, library and field method and a standardized questionnaire whose reliability was confirmed by Cronbach 's alpha coefficient and its composite reliability and its validity was confirmed by Convergent Validity and content validity, were used. The statistical population is the students of Islamic Azad University, Science and Research Branch, Tehran, who has an Instagram page the study sample was calculated using Cochran's formula of 400 people who were selected using stratified sampling method. Data analysis was conducted using SPSS and Minitab software and all hypotheses were confirmed at 95% confidence level. The results show that Brand Affiliation motivation, Investigation Motivation, Opportunity Seeking motivation, Conversation motivation, Contribution of content, e-WOM referral intention is higher in Generation Y than in Generation X. Entertainment motivation and Consumption of content is higher in the Generation X than in Generation Y. Manuscript profile -
Open Access Article
13 - Constructing social issues in risky conditions: analysis of the comments under the posts related to the corona of rulers on Instagram
Abbasali shekardoost Hamed sajadi MohammadBagher Akhondi As one of the most influential events of the current century, the spread of the Corona epidemic, inaddition to the health field, involved all aspects of contemporary human life. In fact, this epidemic put the societyin a risky situation that was unprecedented. The More As one of the most influential events of the current century, the spread of the Corona epidemic, inaddition to the health field, involved all aspects of contemporary human life. In fact, this epidemic put the societyin a risky situation that was unprecedented. The purpose of this research is to understand the construction ofsocial issues related to the Corona epidemic under the posts of social pages of Iranian rulers on Instagram.Based on this, the present research analyzed the opinions of users under the content related to the corona of therulers using a qualitative method with the traditional content analysis approach. The sample of the research wasselected in a targeted manner to the number of eight Iranian rulers who were most related to the Corona crisis,and the data analysis continued until theoretical saturation was achieved. The findings of the research showedthat social issues related to Corona can be classified under the sub-categories of confusion in finding the cause,indeterminacy of the risk, spreading the limitlessness of the risk from illness to life, doubting the authority of theinstitution of power and governance, doubting the authority of the institution of religion, doubting the authorityThe health and treatment institute and classified two main themes "infinity of risk and confusion caused by it"and "doubt in institutional authority and legitimacy" which shows the centrality of the components related torisky society in the construction of social issues by the society. Manuscript profile -
Open Access Article
14 - Investigating the Relationship between Interpersonal Relationships in Instagram Social Network with Emotional Divorce in Alborz Couples
نازنین ملکیان sara Mosalaee RadThe purpose of this study is to investigate the relationship between interpersonal relationships in the social network Instagram with emotional divorce in couples in Alborz province. This research was conducted in terms of the type of applied research and from the point MoreThe purpose of this study is to investigate the relationship between interpersonal relationships in the social network Instagram with emotional divorce in couples in Alborz province. This research was conducted in terms of the type of applied research and from the point of view of descriptive-analytical research method with data collection technique. In order to collect data, field method and questionnaire tools were used. The statistical population includes cyberspace users who are engaged in divorce and have filed cases in family counseling centers during the years 97-99, which is 4500 cases in Alborz province. to calculate the sample size according to Morgan table, the sample size of 300 people has been selected. Then the data were analyzed using SPSS software. The results of this study showed that there is a significant and positive relationship between interpersonal relationships in social networks and separation and distance between couples, feelings of loneliness and isolation, the need for companionship and impatience. The more people use virtual social networks and get involved in this space, the more they try to hide and cool down the relationship with the couple, and in the long run, they will cause hypocrisy and hypocrisy between them, which eventually leads to emotional divorce. Manuscript profile -
Open Access Article
15 - Investigating the Relationship between Interpersonal Relationships in Instagram Social Network with Emotional Divorce in Alborz Couples
Sara Mosalaei Rad Nazanin MalekianThe purpose of this study is to investigate the relationship between interpersonal relationships in the social network Instagram with emotional divorce in couples in Alborz province. This research was conducted in terms of the type of applied research and from the point MoreThe purpose of this study is to investigate the relationship between interpersonal relationships in the social network Instagram with emotional divorce in couples in Alborz province. This research was conducted in terms of the type of applied research and from the point of view of descriptive-analytical research method with data collection technique. In order to collect data, field method and questionnaire tools were used. The statistical population includes cyberspace users who are engaged in divorce and have filed cases in family counseling centers during the years 97-99, which is 4500 cases in Alborz province. to calculate the sample size according to Morgan table, the sample size of 300 people has been selected. Then the data were analyzed using SPSS software. The results of this study showed that there is a significant and positive relationship between interpersonal relationships in social networks and separation and distance between couples, feelings of loneliness and isolation, the need for companionship and impatience. The more people use virtual social networks and get involved in this space, the more they try to hide and cool down the relationship with the couple, and in the long run, they will cause hypocrisy and hypocrisy between them, which eventually leads to emotional divorce. Manuscript profile -
Open Access Article
16 - Investigating the relationship between Instagram social network and food consumption style by young people in districts of 19 and 5 of Tehran
Nizamaldin Modir Nazanin MalekiaanToday, social networks have found a very important place among individuals and communities. Each media can have an impact on individuals according to its own requirements. In general, it can be said that one of the most important factors influencing the formation and co MoreToday, social networks have found a very important place among individuals and communities. Each media can have an impact on individuals according to its own requirements. In general, it can be said that one of the most important factors influencing the formation and continuation of consumption patterns, especially food selection, are advertisements. Therefore, in this regard, the purpose of this study is to investigate the relationship between Instagram social network and food consumption style by young people in the two districts of 19 and 5 of Tehran. The research method is applied in terms of purpose and descriptive and correlational in nature and method. The statistical population of this study consists of all young people over 20 years old in districts 19 and 5 of Tehran, which are approximately 2800 people. In this research, Morgan table has been used for sampling. The samples according to Morgan table include 338 people. SPSS software was used to analyze the data. The results showed that the main hypothesis that the use of Instagram social network and food consumption style by young has a significant relationship, due to having a significance level of less than 0.05 is confirmed. Therefore, it can be said that there is a significant relationship between the use of Instagram social network and food consumption style by young people in two districts of Tehran. Manuscript profile -
Open Access Article
17 - Politeness in Instagram: The Employment of Gratitude Speech Act by Male and Female English and Persian Users
Rasoul Mohammad Hosseinpur Zeinab Sadat Mousavi -
Open Access Article
18 - Identifying and prioritizing the barriers of using Instgaram for developing small businesses in Karaj
hamid hemmati homa DoroudiIntroduction: Social media marketing is a form of word-of-mouth marketing. The use of Instagram social media thanks to its variety of benefits, can be a powerful element to significantly compensate for the shortcomings and limitations of marketing strategies of small co MoreIntroduction: Social media marketing is a form of word-of-mouth marketing. The use of Instagram social media thanks to its variety of benefits, can be a powerful element to significantly compensate for the shortcomings and limitations of marketing strategies of small companies. To succeed in the electronic world and social media, Instagram is the first and most important planning step to identify barriers to using these media. Organizations need to be aware of these barriers in order to properly design and implement Instagram social media strategies. The purpose of this study is to identify and prioritize barriers to using Instagram social media in small businesses in Karaj.Method: This study is exploratory-applied in terms of purpose and is qualitative in terms of identifying indicators and quantitative in terms of surveying people related to the research topic. In this research, the library method was used to extract the research background, and the field method with a questionnaire was used to collect data.Findings: Barriers to using Instagram social media in small businesses in Karaj city have 39 elements or indicators and 6 components; The first component with 7 indicators ,the second component with 7 indicators, the third component with 5 indicators as described (lack of financial capacity of enterprises, lack of training costs, lack of maintenance costs, lack of investment incentives, insufficient budget for technology), The fourth component with 8 indicators described (lack of proper belief and attitude to Instagram social media, lack of proper information, lack of information-based decision-making culture, difficulty in how to localize technology, lack of laws in accordance with national traditions and criteria Ethical, lack of culture and behavior of the appropriate community with Instagram social media, lack of readiness of commercial companies, dissatisfaction of customers), the fifth component with 5 indicators as described (lack of identification in cyberspace, lack of cyberspace security, lack of Social media laws Instagram, lack of digital signature, non-enforcement of copyright law) and the sixth component with 7 indicators as described (personal resistance, organizational resistance, lack of computer knowledge and skills, lack of training and skills of the workforce, lack of knowledge of benefits and advantages, lack of trust , Fear of changing existing conditions).Discussion and Conclusion: The overall results showed that the use of Instagram social media in small businesses in the city of Karaj has many obstacles that if these obstacles are removed, we can take steps to develop these businesses. Researchers are advised to complete this research on topics such as using the case study method to extract the critical success factors of using Instagram social media in small businesses. Manuscript profile -
Open Access Article
19 - Influencer Behavior in Social Media Marketing: Developing and Validating a New Model
Habibollah Majidian Mahdi Mahmoudzadeh Vashan Hossein Hakimpour -
Open Access Article
20 - Examining Students' Views on the Use of Instagram and Written Text During the Corona
Negin HeidarizadehThis study aims to investigate students' views on the use of Instagram during the Corona and as a platform for writing written text using qualitative research methods. In this study, 30 second semester English language students in the Islamic Azad University of Ahvaz ha MoreThis study aims to investigate students' views on the use of Instagram during the Corona and as a platform for writing written text using qualitative research methods. In this study, 30 second semester English language students in the Islamic Azad University of Ahvaz have been used. Students participated in the writing class and the survey technique was used with open questionnaire tools to collect data. The results show that almost all students have a positive view of Instagram as a platform for writing text. Participating students found that Instagram was a fun, easy, and effective way to write text. However, a number of students also cited barriers to its use, such as the slowness of the Internet and the issue of IT privacy. Therefore, it can be concluded that Instagram can be one of the useful educational media, especially for writing, provided it is used and monitored properly.Keywords: Instagram, written text, privacy, fun media, Corona era. Manuscript profile -
Open Access Article
21 - Identification and ranking of motivation to follow sports teams in Instagram based on Uses and Gratifications Theory (Case study: Tehran Perspolis Team)
Abed Mahmoudian Saeed Sadeghi Boroujerdi Sara Gharibi Mojtaba Ghasemi sieaniThe purpose of this study was to identify and rank the motivation for sports teams in Instagram based on the uses and gratifications theory (Case study: Persepolis team of Tehran). The present study was descriptive-survey and all students of Persepolis football team at MoreThe purpose of this study was to identify and rank the motivation for sports teams in Instagram based on the uses and gratifications theory (Case study: Persepolis team of Tehran). The present study was descriptive-survey and all students of Persepolis football team at Kurdistan University who followed the official page of Persepolis Club at Instagram were considered as the statistical community, out of which 400 available selected as sample. The tools used included questionnaire 18 question motivating followers of social media pages of sports organizations from Lee et al. (2018). In order to evaluate the face validity of the questionnaire, the views of sports management professors and to verify the content validity of the Lawshe model and their internal consistency were confirmed by Cronbach's alpha. Data were analyzed using SPSS software and descriptive and inferential statistics (Friedman rank test, Yu Mann Whitney test). The results indicate that information incentives, team support, entertainment, technical knowledge, time lapse and life expectancy are prioritized for sports team followers on Instagram, respectively. Instagram team managers and officials should be aware of the needs, motivations and reasons for followers in social networks to produce relevant content in order to meet the needs of followers, and provide them with a sense of pleasure and experience for them and their satisfaction. Manuscript profile -
Open Access Article
22 - Analyzing the Brand Personality Attributes of Professional Athletes in the Instagram Social Media
Abed Mahmoudian Ako Ebrahim Fage Farid Ganji Hanieh Gholamithe present research was conducted with the aim of analyzing the personality attributes of the brand of professional athletes in the Instagram (case study: Veria Ghafouri). The authors of the article analyzed the number of 86 posts shared on the official Instagram page Morethe present research was conducted with the aim of analyzing the personality attributes of the brand of professional athletes in the Instagram (case study: Veria Ghafouri). The authors of the article analyzed the number of 86 posts shared on the official Instagram page of Veria Ghafouri during the 1400/1401 season and classified them based on the attributes of the athlete's brand personality. A small sample included 86 posts and 18/617/210 likes and 1/038/030 comments. The results of the analysis of Veria Ghafouri's Instagram page showed that this athlete focused most on the attributes of family man, sportsman, stylish and up-to-date, masculine, happy, hardworking, effective, demonstrative, successful, appreciative, encouraging, legal personality, inspiring. , supportive, harsh and rude, cold-blooded, exciting, leader and lively. The results show that attributes with content; athletic, successful, legal personality, supportive, family man, grateful, stylish and up-to-date, strong, effective, hardworking, etc. in order of highest average number of likes and attributes with content; Family man, hardworking, legal person, exciting, sportsman, successful, supporter, leader, effective, strong respectively have the highest average number of comments of the followers of this athlete's Instagram page. The results of the current research highlight the importance of the type of content produced by athletes on the Instagram social media for fans and followers, and with a better understanding of followers' responses (likes and comments), the necessary platforms to create a strong brand personality for athletes. It provides a professional through visual media for athletes and managers of their programs. Manuscript profile -
Open Access Article
23 - The creativity of the Celebrities in Instagram on the public policy process
mehdi soltanifar Ali Geranmayepour shahnaz HashemiBackground: It is noteworthy that the presence of the Celebrities in politics and Instagram pages provides the conditions to communicate directly with the audience. The benefits of celebrity from Instagram have to be creative and intelligent. According to Giddens' theor MoreBackground: It is noteworthy that the presence of the Celebrities in politics and Instagram pages provides the conditions to communicate directly with the audience. The benefits of celebrity from Instagram have to be creative and intelligent. According to Giddens' theory, creativity emerges with two factors of agency and structure Purpose: The aim of this study is to identify the relationship between the creativity of celebrities and the public policy process. Method: In order to understand the relationship between agency and structure in the emergence of Celebrities creativity, it is highly unlikely that a survey of 384 instagram users following the Celebrities pages would be possible. Conclusion: Respondents say there is an inverse relationship between the agency of the Celebrities and the perceived political problem. The structure and perception of the political problem is reversed, meaning that if the activity of political parties, media, political and intellectual elite decreases, and the presence of Celebrities will increase. But there is no relationship between Creativity in Problem Perception and Solution. At the law implementation stage in the policymaking process, there is a relationship between the effectiveness of Celebrities and law implement. There is a direct relationship between social structure and law implement. The more the function of parties, the media, the political and intellectual elites are used, the more the Celebrities as symbolic capital and the more the tendency of the Celebrities. There is also no correlation between the creativity of the Celebrities and the evaluation of law enforcement Manuscript profile -
Open Access Article
24 - Social Networks as a Phenomenon of the Information Society
Anastasiia Bessarab Olha Mitchuk Anna Baranetska Natalia Kodatska Olha Kvasnytsia Galyna Mykytiv -
Open Access Article
25 - Analysis of the consumption of new media among women in Tehran(Case study: the extent and type the use of virtual social networks)
Akram Boorboor Somayeh Tajik EsmaeiliThe present study was conducted with the aim of analyzing the use of virtual social networks among women in Tehran and also comparing the purposeful use of virtual social networks among them. the research design was descriptive and , the statistical population of the MoreThe present study was conducted with the aim of analyzing the use of virtual social networks among women in Tehran and also comparing the purposeful use of virtual social networks among them. the research design was descriptive and , the statistical population of the research includes all the women living in Tehran and the sample number is 303 women who answered the research questionnaires through google form. The findings of the research showed that Instagram (average 3.19) and Telegram (average 2.53) had relatively better status than Twitter (average 1.96) and Facebook (average 1.42). The results also showed that Tehrani women mostly use Telegram to receive information and gain knowledge and are at a weak level in terms of content production. Women mostly use Instagram pages and other people's personal experiences on Twitter to receive various trainings. Female Facebook users are more active in commenting for others. The present study was conducted with the aim of analyzing the use of virtual social networks among women in Tehran and also comparing the purposeful use of virtual social networks among them. Descriptive research method, the statistical population of the research includes all the women living in Tehran and the sample number is 303 women who answered the research questionnaires through google form. The findings of the research showed that Instagram (average 3.19) and Telegram (average 2.53) had relatively better status than Twitter (average 1.96) and Facebook (average 1.42). Manuscript profile -
Open Access Article
26 - Investigating the factors affecting trust in online news with emphasis on Instagram from the perspectives of experts and social media experts
Nazanin Rouzbahani Somayeh Tajik EsmaeiliThe virtual space in shaping and producing thoughts, interpretation, events, and subsequent analyses, especially in conveying the news of all false or factual occurrences, is to reduce the importance of time and place in creating mistrust and confidence alongside the na MoreThe virtual space in shaping and producing thoughts, interpretation, events, and subsequent analyses, especially in conveying the news of all false or factual occurrences, is to reduce the importance of time and place in creating mistrust and confidence alongside the national media.Therefore, with the aim of examining the factors affecting users 'trust in Instagram news published among 168 experts and editors of IRNA, ISNA, Mehr and Mehr Reporters' Club, the researcher calculated the researcher-made questionnaire with validity method. Alpha Cronbach 982. Research.The theoretical framework of this research is: Daniel Bell's information society, Manuel Castells' network society, Katz's use and satisfaction, James Coleman's trust, Morten Doch's trust and interactions. Inferential findings from the hypothesis test are also the form and type of information on Instagram compared to the national media, personal characteristics, speed and accuracy and honesty and the presence of celebrities and the lack of dependence of news on government agencies and institutions, recent news on Instagram He trusts various published news. Manuscript profile -
Open Access Article
27 - The relationship between using Instagram and the attitude towards fashion Among the youth of Tehran
Samira Nasernasir Somayeh Tajik EsmaeiliThe present study was designed and conducted to investigate the relationship between membership and use of Instagram social network with a view to fashion among the youth of Tehran. The statistical population of the study includes all young people living in Tehran and t MoreThe present study was designed and conducted to investigate the relationship between membership and use of Instagram social network with a view to fashion among the youth of Tehran. The statistical population of the study includes all young people living in Tehran and the sample size using the Cochran's formula is 385 people. The present study is an applied-descriptive study, its survey technique and measurement tool is a questionnaire. Due to the prevalence of coronavirus and the impossibility of completing the questionnaire in person, the questionnaire was distributed and completed in google form by snowball method. To measure the amount and type of use of Instagram, he made a researcher-made questionnaire and to measure the attitude towards fashion among young people, the standard questionnaire of Saffarinia et al. (2012), which is based on attitudes to three areas: Simmel (1971) designed, used. The results showed that the most important uses of Instagram by young people in the field of quality or type of use of Instagram, in the fields of ordering required clothing through fashion-related posts on Instagram, attention and attraction to their required clothing through fashion-related posts Clothing, and commenting on other people's posts (comments), But knowing about fashion and clothing through Instagram posts, posting to others and friends, and liking other people's posts has come next. Findings showed that there is a relationship between the use of Instagram social network and all dimensions of fashion attitudes. Manuscript profile -
Open Access Article
28 - Prediction of Instagram Social Network Addiction Based on the Personality, Alexithymia and Attachment Styles
Zeinab Sadat Ershad Tahmoures Aghajani -
Open Access Article
29 - The Social Construct of Western Developmental Idealism Contextual Exploration of Social Processes of Multiplying Western Values among Yazd Youth
neda javaherchian seyed alireza afshani mansour haghighatianThe present research attempts to investigate the social processes of many Western values among Yazd youth. One of the important issues that arise in the discussion of media and virtual social media is the effects of the entry of Western values into everyday life. the pr MoreThe present research attempts to investigate the social processes of many Western values among Yazd youth. One of the important issues that arise in the discussion of media and virtual social media is the effects of the entry of Western values into everyday life. the present study is based on the use of the qualitative approach and grounded theory method, and through theoretical sampling, 22 young people active in Virtual Space (microinfluverser) were selected and studied in Yazd. Data were collected through the study of sources and interviews with experts and technical notes. After refining the initial code, the findings were presented in the form of a story line (including 14 main categories and one core category) and a paradigmatic model. The results of the study, Western values have created new chances for young people. To the extent that their cultural, social and family affections are affected. In such a situation, the subjective and objective world of the participants is constantly engaged in redefinition of the new values that they have received, and their confrontation with these values have different strategies and implications, such as Western epoch, aesthetic management, collage of transnational friendships, constraints on fashion and Gravity and repulsive of immigration for them. Manuscript profile -
Open Access Article
30 - Representation of gender stereotypes among Iranian women using the social network Instagram
ali jafari Maryam Ferdowsi Eqbql KhaledianThe purpose of this article is to examine the representation of gender stereotypes of women users of the Instagram social network. In terms of purpose, the present study is applied and in terms of data collection method is survey. The statistical population of this arti MoreThe purpose of this article is to examine the representation of gender stereotypes of women users of the Instagram social network. In terms of purpose, the present study is applied and in terms of data collection method is survey. The statistical population of this article includes all Iranian women users of Instagram and Telegram networks in unlimited numbers. Using Morgan table, the statistical sample size was estimated to be 384 people. Samples were selected using purposive non-random sampling method. Data were collected using an online researcher-made questionnaire. SPSS software version 21 was used to analyze the data and t-test was used to analyze the hypotheses. The results of this article showed that gender stereotypes are significantly represented in mobile-based social networks (Instagram). Also, in the studied social network, the types of gender stereotypes (with the content of sexual symbols, with the content of violence, with the content of patriarchy and patriarchy, with the content of gender maps) are significantly represented Manuscript profile -
Open Access Article
31 - Explaining Model of Attitude towards Advertising in Sporting Goods via Instagram Using Technology Acceptance Model
Atefeh Shekari Sayyed Najmoddin Mosuavi Abdolkhalegh Gholami Chenarestan OlyaThe purpose of this study was to explain the model of attitude towards advertising in sporting goods through Instagram using technology adoption model. This research is applied in terms of purpose and descriptive - exploratory in nature and method. In this study, qualit MoreThe purpose of this study was to explain the model of attitude towards advertising in sporting goods through Instagram using technology adoption model. This research is applied in terms of purpose and descriptive - exploratory in nature and method. In this study, qualitative-quantitative method has been used. So that the qualitative method used in-depth interviews and the quantitative method by a researcher-made questionnaire. The first statistical population of the study Includes professors, experts and experts in sports marketing, marketing experts at Persian Gulf University, Chamber of Commerce and Customs Office of Bushehr Province And the second statistical population were users of the Instagram network. The first statistical sample of the study was randomly selected from 15 to 30 people. The second statistical sample of the study, due to the unknown volume of the population, 384 people were selected randomly and purposefully. The tool used included two open-ended questionnaires and a Likert spectrum questionnaire provided by 384 cyberspace users Simple random method was used. Analysis of the results of this study by structural equation method Done with SPSS and PLS software. The results showed respectively Indicators of benefits, quality of advertising, awareness at social levels, and monetization with Squared 0.94, 0.85, 0.78 and 0.66 Variable changes explain the acceptance of sporting goods advertising. In general, advertising via Instagram as one of the most important sports marketing tools can play an important role in marketing strategies. Manuscript profile -
Open Access Article
32 - Integrated meta-diagnostic protocol and its effect on sensation seeking and fear of negative evaluation of girls affected by Instagram
Zahra Sadat Alavi qazaal Zand KarimiThe present study was conducted with the aim of investigating the effectiveness of integrated meta-diagnostic treatment on sensation seeking and fear of negative evaluation of girls affected by Instagram. The research design was quasi-experimental and within the framewo MoreThe present study was conducted with the aim of investigating the effectiveness of integrated meta-diagnostic treatment on sensation seeking and fear of negative evaluation of girls affected by Instagram. The research design was quasi-experimental and within the framework of pre-test, post-test and follow-up plans with a control group. The statistical population consisted of 20 female students aged 15 to 18 in Tehran in 1399-1400 who were addicted to Instagram and their sensation seeking and fear of negative evaluation scores were higher than the cutoff score. Voluntary sampling was done in two groups of 10 people, experimental and control. The results of data analysis showed that the integrated meta-diagnostic intervention produced significant changes on sensation seeking and fear of negative evaluation between the experimental and control groups. Also, a significant difference between the experimental and control groups was revealed in the sensation-seeking subscales (experimentalism, adventure, boredom, avoidance of inhibition). The findings showed that the integrated meta-diagnostic treatment approach has been able to reduce excitement seeking and fear of negative evaluation in teenage girls on Instagram and subsequently reduce the desire to seek likes and approval in these people. Manuscript profile -
Open Access Article
33 - Investigating the cultural exchanges caused by the influence of Telegram and Instagram social networks On the level of political awareness of students
Abdolazim Pouryosefigabiyeh shahla kazemi pour eraj saiearasiToday's societies with a huge change in technology, have undergone endless changes in people's lives. Many lives have been affected by the influence of these networks and the political dimension in societies and citizens' political awareness is different. The purpose of MoreToday's societies with a huge change in technology, have undergone endless changes in people's lives. Many lives have been affected by the influence of these networks and the political dimension in societies and citizens' political awareness is different. The purpose of this study is to identify and rank influencers. Social networks and the study of cultural exchanges due to the influence of Telegram and Instagram social networks on the level of students' political awareness. Students' political analysis and comparison of their influence on political awareness The survey method has been used. Findings from qualitative analysis of the research show 5 dimensions of interactivity, structural characteristics, practical characteristics, audience and policy in the field of cultural exchange management Influenced by social networks are effective. No significant difference has been reported between the two Telegram and Instagram networks in political awareness. The popularity of Telegram and Instagram in Iran is undeniable and there is no competition with domestic applications. Learning these two tools with its trans-temporal and trans-spatial characteristics has a great role in the political awareness of people, especially students who know how to use these tools. Manuscript profile -
Open Access Article
34 - Identifying factors affecting the influence of virtual social networks among students
Abdolazim Pouryosefigabiyeh shahla kazemipoor iraj saiearasiToday's societies have undergone immense changes in people's lives with a huge evolution in technology. Many definitions of individual and social life have been redefined with the advent of the Internet and virtual networks. Various issues and factors are effective in t MoreToday's societies have undergone immense changes in people's lives with a huge evolution in technology. Many definitions of individual and social life have been redefined with the advent of the Internet and virtual networks. Various issues and factors are effective in the influence of virtual social networks, which need to be studied and identified. Therefore, the aim of this research was to identify the effective factors on the influence of virtual social networks among students. The research method used in this study was Delphi. The statistical population of the research included all managers and related experts in politics, 13 people were selected as a sample in the available way. The findings from the data analysis showed that 5 dimensions of interactivity, structural characteristics, functional characteristics, audience awareness and policy making in the field of management are effective on the influence of social networks. Manuscript profile -
Open Access Article
35 - Evaluation of Motivating Factors for Users to Clicks on Banner Ads in Social Media (Case Study: Clothing Ads in Instagram)
Mahsa Baghaei Datis Khajeheian Mohamad rahim esfidaniUbiquitous nature of social media as well as their popularity and scope of use has made social media advertising as an effective type of online promotion of services and commodities. Instagram is one of the most popular of them. In Iran, this social media has been ranke MoreUbiquitous nature of social media as well as their popularity and scope of use has made social media advertising as an effective type of online promotion of services and commodities. Instagram is one of the most popular of them. In Iran, this social media has been ranked at the top and is widely used by users, with no filtering and prohibition of access. For this reason, this research addresses the factors that affect Instagram users to click on banner advertising of clothes. 414 users, by use of online questionnaire as the means for collecting data, responded the questions. Data analyzed by SEM and PLS approach. Results show that consumption motivations have positive and meaningful effect on perceived informativeness and perceived entertainment. Also perceived informativeness and attitudes to SNS Advertising has a positive and meaningful effect on users' click on advertising. On the other side, the effect of Connection Motivations is not confirmed. Manuscript profile -
Open Access Article
36 - The Relationship between Capital and Social Health and Media Literacy with Reduction of Moral Damages in Instagram Social Network
Amirhossein Haghparast ABASALI GHAYOUMI Zahra Amirhosseini The rapid growth of smartphone technologies and its popularization among all layers of society regardless of economic, cultural and value differences and its connection to the Internet, has been able to give a new definition to the meaning of communication. The p More The rapid growth of smartphone technologies and its popularization among all layers of society regardless of economic, cultural and value differences and its connection to the Internet, has been able to give a new definition to the meaning of communication. The purpose of this study is to investigate the effect of cultural and social factors on reducing the moral damages of Instagram social network, which is one of the most widely used software among Iranian users.The present research is practical in terms of its purpose and in terms of method is a descriptive-correlational research and considered as field research. In order to achieve the research goals, out of a total of 800 undergraduate translational students of the Islamic Azad University of Shahr-e-Ghods, 260 of them were selected according to the Cochran formula as the sample population. Library tools were used to provide theoretical framework, definitions, background and research literature and a researcher-made questionnaire was used In order to measure opinion, viewpoint, insight and inferential data. In order to analyze the data, correlation test and multivariate regression were performed using SPSS software version 23.The results of the study of the relationship between social factors (social capital, social health and adherence to social values) and cultural factors (legality and media literacy) with dependent variable (moral damages of Instagram) indicate that All independent variables have a reverse and meaningful relationship with moral harms. The variables of media literacy and adherence to social values have had the strongest negative and reverse relationship with the Instagram's moral damages. After these variables, legalism, social capital, and social health were inversely related to moral damages, respectively. Manuscript profile -
Open Access Article
37 - Studying the Concerns of Celebrities on Instagram and its Consequences for Fans
Hasan Asadzadeh shahir Taher Roshandel Akbar Nasrollahi Ismail SaadipourIncreasing access to virtual social networks, including Instagram, in Iran has created a unique opportunity for the growth of celebrity culture and their support due to creating an informal media environment and increasing the power of users to share their photos, video MoreIncreasing access to virtual social networks, including Instagram, in Iran has created a unique opportunity for the growth of celebrity culture and their support due to creating an informal media environment and increasing the power of users to share their photos, videos, ideas, emotions, feelings and concerns. In this regard, the aim of this research is to study the concerns of celebrities on Instagram cyberspace and its consequences for fans. The research method used in this research is a qualitative method and the content analysis approach has been used as the operational research method. The participants of the present study include 21 followers of celebrities (with more followers) on the Instagram social network who were selected using a purposive sampling method. In-depth semi-structured interviews were used to collect the data. Also, portability, reliability and verifiability approaches were used to test the validity of the data. The research findings indicate that the concerns of celebrities on Instagram include the representation of social issues, charitable activities, personal branding, and earning the money. The consequences of being the virtual fan of celebrities on Instagram include influencing and changing the people's tastes, influencing people's political interests, exacerbating the social distrust, civil disobedience, and isolating the thought-provoking personalities. Manuscript profile -
Open Access Article
38 - Examining Students' Motives for Using Instagram Application: a Qualitative Research
roghie sadeghzadeh fariborz Dortaj morteza monadi Instagram is currently the most popular app among teenagers around the world. Therefore, research in this area is one of the most important issues. The main purpose of the present research is to identify the motives of students for using Instagram through a quali More Instagram is currently the most popular app among teenagers around the world. Therefore, research in this area is one of the most important issues. The main purpose of the present research is to identify the motives of students for using Instagram through a qualitative method. The statistical population of this study is all high school female students in the twelve districts of Tehran, Iran. We used a purposeful sampling method to select 21 students for our sample. Methods of collecting qualitative data were interviewing with the students. For analyzing the data, we used the content analysis method. The results showed that student motivations for using Instagram includes novelty of Instagram, being in contact with friends, keeping up with the news and information, leisure time, making friends and knowing about old friends, expressing the self and escaping from reality. In sum, students can use Instagrams for different reasons. Identifying these motivations can be the first step for empowering them and making these students purposeful in using the Instagram. Manuscript profile -
Open Access Article
39 - Analysis of the consumption of new media among women in Tehran (Case study: the extent and type of use of virtual social networks)
Akram boorboor سمیه تاجیک اسماعیلیThe present study was conducted with the aim of analyzing the use of virtual social networks among women in Tehran and also comparing the purposeful use of virtual social networks among them. Descriptive research method, the statistical population of the research includ MoreThe present study was conducted with the aim of analyzing the use of virtual social networks among women in Tehran and also comparing the purposeful use of virtual social networks among them. Descriptive research method, the statistical population of the research includes all the women living in Tehran and the sample number is 303 women who answered the research questionnaires through google form. The findings of the research showed that Instagram (average 3.19) and Telegram (average 2.53) had relatively better status than Twitter (average 1.96) and Facebook (average 1.42). The results also showed that Tehrani women mostly use Telegram to receive information and gain knowledge and are at a weak level in terms of content production. Women mostly use Instagram pages and other people's personal experiences on Twitter to receive various trainings. Female Facebook users are more active in commenting for others. Manuscript profile
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