Effective marketing, which is a method of marketing in the context of social networks that includes offering and introducing products and services by influential people, has become an integral part of retailers' digital marketing strategies because this new marketing method is effective in converting higher profits. Is. Especially with Corona in 2020, the way of living and buying and selling products underwent major changes, which increasingly considered the issue of marketing with influential people as a necessity in online stores. The main purpose of this study is to investigate the effect of inspiration, aesthetics, hedonism, awareness of advertising through influential people in the social network Instagram as human brands on meeting the needs, attachment and transfer of attachment of followers (Case study: health and beauty products). . The present study is in the category of descriptive survey research. The statistical population of the study is all people over the age of 18 who use Instagram. The sampling method in this study was simple random and the number was 384 people. The assessment tool in this study was a researcher-made questionnaire. Statistical analyzes were performed using structural equation methods and SPSS and Amos software. To determine the causal relationship between the variables, the structural equation model method and significance levels, and to test the hypotheses p_value less than 0.05 is considered. Research findings show that the inspiration of influencer marketing (marketing with influential people) has a positive and significant effect on the ideal of followers in social networks.

Today, Internet-based social networks such as Facebook, Myspace and Instagram are very popular among the youth and adolescents. Some of the negative impacts of overuse of social networks by adolescents are addiction to these networks, jealousy, depression and severe stress as well as some problems in social interactions in the real world, feeling of loneliness and dissatisfaction with life. Attempts have been made in this research to study the internalizing and externalizing disorders as well as the level of adolescents’ satisfaction with life in proportion to their use of social networks. The sample of the present study consisted of 20 youths of 14-17 years of age who had consulted three Tehran City consultation centers regarding the complaint of their parents or their own complaint against overuse of the Facebook or Instagram. The sampling method was accessible targeted one. The control and experimental groups filled up the following two questionnaires: Achenbakh Self Report Questionnaire (YSQ) for assessing the internalized and externalizing disorders; and Diener Satisfaction with life questionnaire for assessing life satisfaction. The findings show that the adolescents of the experimental group compared to those of the control group significantly suffer from sings of internalizing disorders. Regarding externalized disorder, there were no differences between the controlled and the experimental group. Moreover, the group that used social networks, compared to the control group, showed lower life satisfaction. Clinical and preventive requirements have been discussed in this paper.

The aim of the present research is to become familiar with the awareness, type of attitude, and the environmental behaviors of the students of Markazi Province’s Payame Noor University and examine the degree of the effect of Viber, Line and Instagram application on these variables. This research is an applied research regarding to its objective and the survey method among the descriptive data collection methods was used for the purposes of collecting the data. The population of the present study included 26701 students of Markazi Province’s PayameNoor University and 377 samples were selected randomly through the Cochran sample size formula and were examined. The instrument used in this research is a questionnaire made up of five sections which was piloted prior to the study in order to increase its reliability and validity. The data were analyzed through using the independent samples T test in order to examine the effects of using Viber, Line and Instagram on the dependent variables of the study (awareness, attitude, and environmental behavior) and the Pearson test was used to examine the effect of the resultant of using the three under- study software on the dependent variables by using the SPSS software. Based on the findings of the study the attitude and behavior of the students were higher comparing to their awareness and there was no significant relationship between using Viber, Line and Instagram software and the students’ environmental behavior, attitude, and awareness.

The present paper aims to study the concept of celebritization after the Internet and examine the effects of new virtual media in changing the meaning of stardom. Studying a local case and considering the meaning of celebritization and superstars in a movie from different perspectives we tried to study the role of the Internet and virtual spaces in transforming the meaning of a cinema superstar. In a qualitative research we approached the study from a cultural studies perspective and used semiotics as the method. The results indicate that cinema celebrities have made a considerable change by directly interacting with the audiences. Also sharing personal photos by celebrities have made a considerable change in the way people perceive the meaning of stardom. Celebrity making which used to be a process in the hands of mass media is now affected by the actors themselves. In fact, post-internet stardom is the new meaning of stardom.

Nowadays, many Iranians are using smart phones. Also, the digital divide problem remains an important issue in contemporary urban Iran. Thus, doing research into the relation between these variables is necessary to provide a better understanding of the problem. Using Van Deursen and Van Dijk theory, this paper aims to clear if smart phone usage causes some new kinds of digital divide or not. Furthermore, we measured the correlations between some socio-demographical variables with digital divide. We surveyed 273 of Tehran citizens to answer the research questions and test the hypotheses. Finding shows that the main divide occurs in skills acces also there is a divide in material access but. In addition, class and education have the most effect on digital divide. Class affect the all kinds of accesses and education have effect on 2 of them, while other variables such as age, gender and ethnicity don not have significant effect on different levels of access.