نوع مقاله : علمی - پژوهشی
1 کارشناسی ارشد دانشکده مدیریت و حسابداری دانشگاه شهید بهشتی
2 استادیار دانشکده مدیریت و حسابداری دانشگاه شهید بهشتی، گروه مدیریت فناوری اطلاعات
عنوان مقاله [English]
Regarding the high potential of social networks and consequently increasing demand brands to advertise on social networks as well as the lack of adequate research in this field, in this paper we are trying to introduce a conceptual model in the form of 11 research hypothesis to examine the factors affecting the popularity of brands post in social networks.
In order to collect data on the number of 380 questionnaires were distributed among brand fans of three Iranian famous brands. After collecting the questionnaires, to analyze the data, SPSS and Amos Graphics software was used to test the hypothesis.
The findings suggest that factors such as "entertainment post", "vivid images ", "use of hashtags", "interactive brand post", "positive comments ", " vivid videos " and "putting educational materials on brand posts", "competition in the form of posts" on Instagram could have a positive effect on brand posts and factors such as the increasing popularity of "negative comments "based on the popularity of their posts are ineffective.