Shahid Beheshti University Journal of Business Management Perspective 2251-6050 19 44 2021 02 19 the effective features of creating place brand in Instagram: data mining approach the effective features of creating place brand in Instagram: data mining approach 120 146 101093 10.48308/jbmp.19.44.120 FA Mohammad Mehdi Poursaeed Assistant Professor, Department of Management, Shahid Bahonar University Mahbobeh Barzegarpour Master of Science in Entrepreneurship Management, Shahid Bahonar University, Kerman, Iran 0000-0002-8560-9346 Farzane Shojaee Master of Business Administration, Shahid Bahonar University, Kerman, Iran. Journal Article 2021 05 10 Abstract:<br />This study aimed to investigate the features affecting place branding in the social network (Instagram) using data mining technique. In this research, three domestic tourism destinations and four foreign (international and Middle east) tourism destinations were examined and over a period of one year 912 Instagram posts were reviewed on the target pages. Analyzing and data mining were done by IBM SPSS Modeler software. And, two method of Association rule mining were used for finding rules and significant features of data base. And this analysis shows that factors such as type, content, month and day of posting, tag and hashtag and caption on Instagram have an impact on audience engagement and personal brand awareness. Using the results of this study, numerous organizations, responsible for branding a tourism destination, can learn the factors that influence place branding in social networks and make their audience more aware of that tourism place. Abstract:<br />This study aimed to investigate the features affecting place branding in the social network (Instagram) using data mining technique. In this research, three domestic tourism destinations and four foreign (international and Middle east) tourism destinations were examined and over a period of one year 912 Instagram posts were reviewed on the target pages. Analyzing and data mining were done by IBM SPSS Modeler software. And, two method of Association rule mining were used for finding rules and significant features of data base. And this analysis shows that factors such as type, content, month and day of posting, tag and hashtag and caption on Instagram have an impact on audience engagement and personal brand awareness. Using the results of this study, numerous organizations, responsible for branding a tourism destination, can learn the factors that influence place branding in social networks and make their audience more aware of that tourism place. https://jbmp.sbu.ac.ir/article_101093_abf222260a5e0aba37d779bd46d928ea.pdf