Designing a Model for Measuring the Effectiveness of Advertising on Instagram

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Abdulhosseini muhammad; ROSHANDEL ARBATANI TAHER; AGHILI SEYYED VAHID

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Paper Information

Journal: Socio-Cultural Strategy Year:2019 | Volume:8 | Issue:31 Page(s): 147-171

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Information Journal Paper

Title

Designing a Model for Measuring the Effectiveness of Advertising on Instagram

Author(s)

Abdulhosseini muhammad | ROSHANDEL ARBATANI TAHER | AGHILI SEYYED VAHID | Issue Writer Certificate

Keywords

AdvertisingQ2

InstagramQ1

MarketingQ1

Social NetworksQ2

Evaluating EffectivenessQ1

Abstract

Instagram is highly popular social network in Iran and in the world and has been able to attract many opinions. The platform features of this social network provide a good opportunity for economic operators and companies to advertise on the network and encourage audiences to buy services or goods. Published statistics also show that many domestic and foreign companies have invested in this field. With this description, the question arises as to how can we measure the effectiveness of Advertising on the Instagram network? To answer this question, content analysis method has been used in this research. 36 research indicators in this field (18 internal studies and 18 external studies) have been evaluated and attempts have been made to provide dimensions and components for measuring this effect. The results of this study show that to measure the effectiveness of Advertising on Instagram, one can focus on four dimensions, including dimensions related to advertisement, psycho-social impact dimensions, brand-related dimensions, and dimensions related to media. Each of these dimensions includes the various components that researchers have approved of the relationship between them and the effectiveness of Advertising on the Instagram. At the end of this research, given the particular status of the use of Instagram in Iran, suggestions were made for the owners of the industries and companies that could be successful in this field.

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APA: Copy

Abdulhosseini, muhammad, ROSHANDEL ARBATANI, TAHER, & AGHILI, SEYYED VAHID. (2019). Designing a Model for Measuring the Effectiveness of Advertising on Instagram. THE SOCIO CULTURAL STRATEGY JOURNAL, 8(31 ), 147-171. SID. https://sid.ir/paper/243601/en

Vancouver: Copy

Abdulhosseini muhammad, ROSHANDEL ARBATANI TAHER, AGHILI SEYYED VAHID. Designing a Model for Measuring the Effectiveness of Advertising on Instagram. THE SOCIO CULTURAL STRATEGY JOURNAL[Internet]. 2019;8(31 ):147-171. Available from: https://sid.ir/paper/243601/en

IEEE: Copy

muhammad Abdulhosseini, TAHER ROSHANDEL ARBATANI, and SEYYED VAHID AGHILI, “Designing a Model for Measuring the Effectiveness of Advertising on Instagram,” THE SOCIO CULTURAL STRATEGY JOURNAL, vol. 8, no. 31 , pp. 147–171, 2019, [Online]. Available: https://sid.ir/paper/243601/en

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