New Media Studies - Articles List

Investigating the impact of new media in shaping the consumption patterns of Iranian society

Karim Nematiaghdam; Nasim Majidi; Aliasghar Keya

Articles in Press, Accepted Manuscript, Available Online from 14 February 2024

https://doi.org/10.22054/nms.2024.70227.1465

Abstract

Abstract The purpose of this research is to investigate the role of modern media in the apparent changes in the Iranian society's culture, which research method was carried ... Read More Abstract The purpose of this research is to investigate the role of modern media in the apparent changes in the Iranian society's culture, which research method was carried out without relying on popular theories and with the Grounded Theory (GT) method. In this method, after explaining the elements and features of the message, the relationship between the elements of communication and the background and consequences (or effects) of the communication process can also be addressed in an inferential way. ) Online data culture based on the Likert scale and two methods of decoding by another researcher and member review method were used and analyzed based on the database theory with Glazerian approach. The findings of this research show that the Iranian society has become extroverted due to the expansion of social networks. And virtual social networks are so influential in the appearance of Iranians' lives that people look for superficial issues (such as the role of consumer culture in anthropology, ideological factors, rhetoric and impracticality of reforming consumption patterns, the use of self-made patterns to reform consumption, lack of media planning in promoting and recognizing patterns consumption, the influence of celebrities on mass media, especially Instagram, and the exchange of information by word of mouth) have accepted changes in the type and form of consumption culture day by day. And in conclusion, it is proposed to form an institution for prudent supervision in the space of virtual advertising. The results and findings of the research were such that the Iranian society has become extroverted due to the expansion of social networks. and virtual social networks in the apparent context of Iranian life, people looking for superficial issues, the role of consumer culture in people, as well as ideological factors, the sloganeering and impracticality of reforming consumption patterns, the use of self-made patterns to reform consumption, the media's lack of planning in promoting and recognizing consumption patterns, the influence of celebrities in social media, especially Instagram and exchanging information by word of mouth; It has caused changes in the type and form of consumption culture day by day. And it is obvious that reforming the process of social affairs in this field will not be possible apart from the guidance approach which is based on scientific and applied studies of needs assessment and adapting the current culture to the goals of human development. Research findings show that policymakers should consider consumer control over the information they are exposed to in social networks and Instagram. The power of the media, both positive and negative, still dominates the representations of people and their concerns. Less time for celebrities, lower costs for product development or promotional products, more creative product ideas, and greater product acceptance were some of the benefits cited, and celebrity endorsement appears to be important when communicating marketing messages. And they have considerable credibility. This shows that it is essential for brands to use Instagram effectively when determining their target audience; They should pay attention to what kind of fame and notoriety can be most effective in attracting a specific target group. The interviewers indicated that the lower-scale celebrity types were most influential, as these categories were perceived as more believable and relevant to users, especially with regard to purchasing decisions as the products and services they endorsed were more cost-effective for participants. Therefore, in choosing a celebrity, policy makers should focus more on a brand that customers can relate to. Due to the change of governments, today's government focuses more on Iran's foreign policy and economy. An institution that is necessary to monitor Iranian culture in the country's media to hold this industry responsible for representing Islamic Iranian culture. Although radio and television stations are required to allocate a certain amount of broadcast time to Iranian content with Islamic culture, which is regulated by the Communications and Telecommunications Commission and most of the Iranian Broadcasting Corporation, the products that the most visited Instagram pages in the field of promoting consumer products are usually free of charge. They will support Iranian brand-making companies regarding Iranian consumer products. As in other countries, young people in Iran care about their style, the only differences they have compared to others is the limitation in appearance and the absence of an organized system to work on consumer products. This system is mostly based on people and their interaction with other groups in the society. They are consumers, importers, personal designers and groups of creative young people who, inspired by global culture, create new trends to create domestic trends that will be more applicable in Iran's situation. Diversity in the age and social position of people and differences in their views lead to diversity in their tastes and classify them in different stages of accepting new trends, and different people in different stages of acceptance follow the same process of accepting innovations, but according to their local conditions. These conditions have caused integration and some changes in the stages of product diversification and its consumption among Iranians. Some people try to choose products and consume them by imitating others in order to achieve social status without paying special attention to their social position. The system offers a variety of products and needs to meet the emerging needs of larger groups of consumers who are mostly young and interested in new products, but our limitations Keywords: culture, virtual networks, Instagram, consumer goods

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مطالعه شیوه های ارتباط هواداران زن با سوییت هوم بلاگرهای اینستاگرام

somayeh shalchi; fatemeh norozi

Articles in Press, Accepted Manuscript, Available Online from 04 February 2025

https://doi.org/10.22054/nms.2025.79338.1694

Abstract

Virtual networks have become an integral part of human life, especially in the last decade. Thanks to the availability of smartphones at varying prices, people can now easily access ... Read More Virtual networks have become an integral part of human life, especially in the last decade. Thanks to the availability of smartphones at varying prices, people can now easily access all kinds of virtual networks that were once inaccessible before 2010. Instagram, a powerful social platform, has gained immense popularity among global users, particularly Iranians, as Iran is among the top ten countries in terms of Instagram usage. It is crucial to examine and understand the effects of this virtual network on people in different ways. As technology has made incredible progress in recent years, introducing new tools and features into people's lives every month, social researchers need to keep up-to-date research in this field. This research specifically focuses on Sweet Home bloggers, who are well-known among Iranian users, and their fans on Instagram. The aim is to understand the nature of their relationship. Firstly, we will explore how fans define the relationship between themselves and Sweet Home bloggers and identify the factors that influence their understanding of this relationship. Finally, we will investigate how the content produced by Sweet Home bloggers is perceived and understood by their fans. Qualitative methods, including semi-structured interviews with 21 active female audiences who consider themselves fans of one of the five Sweet Home bloggers on Instagram, were used in this research. Through thematic analysis of the data obtained, we identified five main themes. The first theme focused on the level of awareness and understanding of the content on Sweet Home's pages. We found that there was sometimes a deep mistrust towards the content produced by the blogger. The second theme explored how the audience perceives themselves and the blogger with Sweet Home. We found that one group of fans completely identified themselves with the blogger, while another group did not relate to similar bloggers. In this study, we explore several themes related to blogging on Instagram. Firstly, we analyze how fans influence the content creation process of bloggers and how they have the power to direct the path of bloggers' home pages. Secondly, we examine the importance and impact of high-quality and colorful photos posted by bloggers, which can be a factor in retaining audience attention. Thirdly, we investigate the spread of pop culture specific to Instagram by Sweet Home bloggers, which creates a sense of belonging for their audience. Throughout the study, we found that the current audience is very selective about the type of content they consume, and they have a two-way relationship with bloggers. They not only consume content but also demand and influence the type of content produced. We aimed to understand this unique relationship that has emerged from the virtual world of Instagram and to gain insights into the fans' perspectives. Keywords: Instagram, sweet home blogger, daily blogger, blogger-follower relationship, social networks, Persian Instagram Virtual networks have become an integral part of human life, especially in the last decade. Thanks to the availability of smartphones at varying prices, people can now easily access all kinds of virtual networks that were once inaccessible before 2010. Instagram, a powerful social platform, has gained immense popularity among global users, particularly Iranians, as Iran is among the top ten countries in terms of Instagram usage. It is crucial to examine and understand the effects of this virtual network on people in different ways. As technology has made incredible progress in recent years, introducing new tools and features into people's lives every month, social researchers need to keep up-to-date research in this field. This research specifically focuses on Sweet Home bloggers, who are well-known among Iranian users, and their fans on Instagram. The aim is to understand the nature of their relationship. Firstly, we will explore how fans define the relationship between themselves and Sweet Home bloggers and identify the factors that influence their understanding of this relationship. Finally, we will investigate how the content produced by Sweet Home bloggers is perceived and understood by their fans. Qualitative methods, including semi-structured interviews with 21 active female audiences who consider themselves fans of one of the five Sweet Home bloggers on Instagram, were used in this research. Through thematic analysis of the data obtained, we identified five main themes. The first theme focused on the level of awareness and understanding of the content on Sweet Home's pages. We found that there was sometimes a deep mistrust towards the content produced by the blogger. The second theme explored how the audience perceives themselves and the blogger with Sweet Home. We found that one group of fans completely identified themselves with the blogger, while another group did not relate to similar bloggers. In this study, we explore several themes related to blogging on Instagram. Firstly, we analyze how fans influence the content creation process of bloggers and how they have the power to direct the path of bloggers' home pages. Secondly, we examine the importance and impact of high-quality and colorful photos posted by bloggers, which can be a factor in retaining audience attention. Thirdly, we investigate the spread of pop culture specific to Instagram by Sweet Home bloggers, which creates a sense of belonging for their audience. Throughout the study, we found that the current audience is very selective about the type of content they consume, and they have a two-way relationship with bloggers. They not only consume content but also demand and influence the type of content produced. We aimed to understand this unique relationship that has emerged from the virtual world of Instagram and to gain insights into the fans' perspectives.

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Relevant factors in video content virality in social networks from the experts' point of view: the case study of the Iranian Platform Rubika

Mohammad Khezri Moghaddam; Ali Asghar Kia; Mohsen Masoudian

Articles in Press, Accepted Manuscript, Available Online from 15 July 2025

https://doi.org/10.22054/nms.2025.80131.1715

Abstract

With the advancement of technology and the expansion of the use of the Internet, social networks have become one of the most important means of communication and information exchange ... Read More With the advancement of technology and the expansion of the use of the Internet, social networks have become one of the most important means of communication and information exchange in the modern world. These platforms, including Facebook, Twitter, Instagram and YouTube as global networks and Rubika, Eita and Aparat as Iranian networks, have a special place in daily life and have become a place to communicate with others, share experiences and publish various contents. This research identifies the factors that are effective in the viral spread of content in social networks. Factors such as content value, algorithm intelligence, interaction and user preferences play an important role in this process. In the fifth chapter, a special emphasis has been placed on the irreplaceable role of algorithms and quality content as the source of any viral content. Content production does not necessarily have to be expensive; Rather, it is enough that it is liked by users so that the algorithms try to increase the consumption of users in order to make it viral.In the end, the process of content becoming viral is likened to the flight of a bird, one wing of which is quality content and the other wing is the power of the algorithm. The conditions of the society are also like the weather conditions that can affect the flight. By conducting in-depth interviews with 12 experts and using external and internal sources, this research has investigated and provided solutions for producers and users of social networks.- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Typology of the Aesthetic Content of Everyday Instagram Bloggers (Case Study: Sepideh Bazmipour)

Fatemeh Montazeri Hedeshi; Ehsan Shahghasemi

Articles in Press, Accepted Manuscript, Available Online from 05 November 2025

https://doi.org/10.22054/nms.2025.79307.1693

Abstract

This study undertakes a detailed examination of the aesthetic typology, or classification, of the visual content produced by a prominent everyday blogger or influencer on the Instagram ... Read More This study undertakes a detailed examination of the aesthetic typology, or classification, of the visual content produced by a prominent everyday blogger or influencer on the Instagram social media platform. Everyday bloggers refer to individuals who consistently create and publish content across a variety of formats, leveraging the diverse features and capabilities of the Instagram network to build a large and devoted following on their pages. The research began with the identification of Instagram-based everyday bloggers who have amassed approximately one million followers on their accounts. From this pool of high-profile social media influencers, one blogger was randomly selected as the focal point of the analysis. The primary unit of analysis in this study was the individual posts published on the chosen blogger's Instagram page. This study delves into the aesthetic typology, or classification, of the visual content produced by one of the prominent everyday bloggers on the Instagram social media platform. Everyday bloggers refer to individuals who consistently create and publish content in various formats, utilizing the full range of features available on Instagram. These bloggers have amassed a large following of devoted fans and subscribers on their pages, distinguishing them as influential figures within the social media landscape. The research began by identifying Instagram everyday bloggers who have approximately one million followers on their accounts. From this pool of high-profile influencers, one blogger was randomly selected as the subject of the analysis. The unit of examination in this study was the individual posts published on this selected blogger's Instagram page. The researchers first conducted a comprehensive review of all the posts shared by the chosen blogger. They then narrowed their focus to the most recent 50 posts published on the account. Using a semiotic analysis approach, the study aimed to uncover the key aesthetic elements and stylistic choices employed by the blogger in crafting this visual content. Semiotic analysis is a methodological framework that examines the underlying meanings and significations encoded within visual and textual artifacts. It delves into the symbolic, iconic, and indexical cues that shape the overall aesthetic and communicative impact of these mediated representations. By applying this semiotic lens, the researchers were able to identify and categorize the predominant aesthetic typologies present in the everyday blogger's Instagram posts. Through this rigorous analytical process, the study uncovered a diverse array of aesthetic elements and stylistic techniques utilized by the blogger. These included the strategic use of color palettes, framing and composition, lighting and shadows, the incorporation of natural or urban settings, the deployment of various photographic techniques (such as depth of field, angle, and perspective), and the integration of graphic design elements (such as typography, iconography, and layout). The findings revealed that the blogger skillfully combined these aesthetic components to construct a cohesive and visually compelling visual narrative across their Instagram feed. The researchers observed patterns and recurring motifs in the blogger's aesthetic choices, which ultimately coalesced into a distinctive typology or classification system. This typology encompassed various aesthetic categories, such as minimalist and clean compositions, vibrant and saturated color schemes, the prominent use of natural landscapes and environments, the integration of candid and spontaneous moments, the incorporation of textual overlays and typographic elements, and the strategic framing of the blogger's own persona and lifestyle. By delving into the semiotic underpinnings of the everyday blogger's visual content, the study shed light on the intricate and intentional aesthetic strategies employed to captivate and engage the blogger's devoted audience. The findings suggest that these everyday Instagram influencers are not merely casual content creators, but rather skilled visual storytellers who leverage a nuanced understanding of aesthetic principles to craft an immersive and visually arresting online presence. The insights gleaned from this research hold significant implications for the burgeoning field of visual communication and digital media studies. The study underscores the importance of examining the aesthetic conventions and semiotic codes that shape the visual landscape of social media platforms, particularly in the context of influential everyday bloggers who have mastered the art of crafting engaging and visually compelling content. Furthermore, the typology of aesthetic elements uncovered in this analysis can serve as a foundation for future research, exploring the intersections between visual aesthetics, social media engagement, and audience perception. As the influence of everyday bloggers continues to grow, understanding the deeper aesthetic underpinnings of their content production will be crucial for scholars, practitioners, and industry stakeholders alike. In conclusion, this study's in-depth examination of the aesthetic typology employed by a prominent everyday Instagram blogger offers valuable insights into the sophisticated visual communication strategies that underpin the success of these influential digital content creators. The findings shed light on the intricate interplay between aesthetic choices, social media engagement, and the construction of compelling online identities and narratives. This research contributes to our understanding of the evolving landscape of visual storytelling in the digital age, with important implications for the study of social media, influencer marketing, and the broader field of visual communication.

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Networked Health: Exploring the Instagramification of Health

yousef khojir

Volume 10, Issue 40 , December 2024, , Pages 158-127

https://doi.org/10.22054/nms.2025.82066.1758

Abstract

This research seeks to identify the functions and challenges of Instagram usage in the healthcare sector, as viewed by academic elites and experts. The research approach is qualitative ... Read More This research seeks to identify the functions and challenges of Instagram usage in the healthcare sector, as viewed by academic elites and experts. The research approach is qualitative in nature, and thematic analysis is used to process the data collected through semi-structured interviews. King’s coding (1998) is applied for data analysis. For this study, academic elites in the fields of health communication and information technology were chosen as participants. The criteria for selecting academic elites involved a minimum of a 10-year teaching or research experience in the areas of new media and health communication. Health specialists such as doctors or healthcare professionals using Instagram professionally in their specialized activities were also included in the study. The research employed a purposive sampling method and conducted 20 interviews. The findings demonstrated that the applications of Instagram in promoting users' health encompass increasing individuals' health literacy, providing information about diseases and medication side effects and advantages, accessing medical and health-related content, and facilitating online consultations and communication between doctors and patients. The negative effects of Instagram usage in the healthcare sector encompass issues such as addiction to Instagram, the spread of misinformation and fake news, promotion of self-medication which discourages doctor consultations, resistance to medical advice, potential for increased mental health issues, and excessive reliance on health and medical content, which may not necessarily be accurate. Participants expressed belief that monitoring and creating reliable pages in the field of medicine and health, furnishing reliable information and content on health matters, guiding individuals, building trust, and ensuring efficient access to Instagram can potentially contribute to establishing Instagram as a reliable reference in the healthcare sector.Extended Abstract:With the growing popularity of Instagram and its increasing presence in people's daily lives, users of the platform are increasingly recognizing its potential for enhancing their health and well-being. This study aims to identify and evaluate how Instagram impacts the health of Iranian users.Materials and Methods:This research adopts a qualitative approach and utilizes Theme analysis. Semi-structured interviews were employed to gather information, with King (1998) coding applied for data processing. The selected participants for this study are academic elites in the field of health communication and health professionals.Discussion and Results:The findings indicate that Instagram can be used to improve the health of its users. It can increase individuals' knowledge and awareness in the field of health, provide information about diseases and the side effects and benefits of medications, and provide access to medical and health-related materials. Instagram can also facilitate online communication and consultation between doctors and patients, contributing to improved health and well-being. The negative aspects of utilizing Instagram in the healthcare sector are also acknowledged. Addiction and excessive dependence on health content can occur, potentially leading to addiction and unhealthy behavior. False information and unreliable information can create confusion and ambiguity in decision-making regarding health. Self-medication and neglecting medical visits can occur when individuals over-rely on health content online. Resistance to medical advice, mental and emotional problems, and ambiguity in health decisions may arise as a result of unfounded trust in health-related content.Participants emphasize the importance of managing and creating reliable pages in the field of medicine and health. Reliable health information and content, with expert guidance and accurate information, contribute to creating reliable sources within Instagram. Establishing trust and facilitating quick access to Instagram can elevate the platform's status in the healthcare sector, making it a valuable reference. In the realm of network health, social networks' technical and structural capabilities highlight their ability to significantly impact the health of users and society at large. This is because Instagram's features make users increasingly drawn to it, particularly its 24/7 availability and access to the latest updates on medical and health information. Additionally, the interaction between doctors and patients adds to the platform's appeal. One of the primary motives driving users towards Instagram is their interest in health-related topics.Instagram's role in the healthcare system enhances user management, especially in pre-surgery preparation, surgery, and recovery periods. The aesthetic appeal and unique features of Instagram, including video creation and image sharing, are particularly effective for documenting and illustrating medical concerns, making the platform appealing to health-conscious users. The benefits of Instagram for users' health are manifold. It serves as an accessible source of health information and education, delivering news and health-related content at minimal cost. Instagram's diverse functions for user health include promoting health and health education, facilitating news in the health sector, providing health treatment resources, facilitating online health consultations, fostering a culture of attention to overall wellness (mental, social, and spiritual health), encouraging adherence to health guidelines and treatment plans, mobilizing support networks, and fostering partnerships in the healthcare field.The impact of misusing Instagram by users, particularly in regards to control of the medical conditions, carries both positive and negative consequences. While it offers free, extensive visibility and engagement opportunities for healthcare providers like doctors, doctors, clinics and hospitals, as well as promoting healthful behaviors, the dissemination of false and unsubstantiated health information poses risks. This can lead to self-medication of users and neglecting doctor's advice, fostering addiction to Instagram, and consequently causing serious mental, physical, and social disorders and severe mental health issues. This research highlights an overlooked aspect - the emergence of Instagram as a platform where counterfeit drugs and false prescriptions are offered, effectively functioning as an online black market. The findings highlight the significance of trust in promoting Instagram as a reliable source of health information for users. Trust has emerged as a critical factor in Instagram's credibility, particularly when considering the potential risks associated with fake content and false health promotions.Conclusions:Trust is built by offering accurate and informative content, while minimizing political bias. Additionally, the information must be engaging to capture the user's attention. This involves monitoring popular health-related pages and their information dissemination. The goal is to prevent any negative consequences for the healthcare system caused by misleading content. Content producers in this field should possess expertise in both the realm of health and the virtual space, with a deep understanding of health journalism. Utilizing well-known figures in the healthcare industry can help attract and retain followers. Previous research in this area demonstrates a practical approach to leveraging Instagram as a tool for health promotion. The concept of Instagram referencing can be effectively utilized to enhance the health system, as stated by Khojir (1402). Proper understanding of Instagram's capabilities and limitations is crucial to maximizing its positive impact and promoting improvements in the health sector. The study findings indicate that strengthening the authority of social networks, particularly Instagram, can significantly contribute to improving the healthcare system as a whole.

Structural model of celebrityization and daily life of social network users (case study of Tehrani users of Instagram social network)

Azam Velayati; mansour haghighatian; seyedali hashemianfar

Volume 10, Issue 39 , October 2024, , Pages 364-327

https://doi.org/10.22054/nms.2021.57971.1116

Abstract

Abstract Today, the media world and its audiences are experiencing a paradigm shift from an era that was characterized by a one-sided, ideology-driven media industry that favored a ... Read More Abstract Today, the media world and its audiences are experiencing a paradigm shift from an era that was characterized by a one-sided, ideology-driven media industry that favored a one-sided, monologue, and dictatorial approach. In contrast, the digital world and social media are based on a communication model that enables interaction with everyone, regardless of their intellectual or skill levels. The integration of modern media and social networks into daily life is pervasive, leaving an indelible mark on various relationships and aspects of human existence. In fact, in the current century the concept of celebrity is tied to mass and social media, and without the support of the media, one cannot expect the formation of a celebrity in today's sense, if not the issue of fame, it has a history beyond mass and social media. The global culture industry leverages modern tools, such as media and social networks, with the intent of producing a uniform and standardized culture that serves to manipulate public opinion. Among today’s media, social networks emerge as a novel media ecosystem that has engaged a wide range of age groups, cultural classes, and social spectrums as users. Through this platform, new social classes have been formed, including influencers, celebrities, and sub-celebrities, who collectively contribute to the ongoing reproduction of the culture industry's goals. The rise of this emerging group on social media platforms, and its influence in the real world, is the main factor in addressing this issue. The main objective of this article is to analyze the effects of celebrity status on the Instagram social network, which has the largest number of users in the country according to the Alexa database with 26 million domestic users in 2019. This article adopts a quantitative approach with a survey methodology, and its socio-analytics encompasses all active users of the Instagram social network within the year 2019 in the capital city of Tehran. For this research, the SPSS Sample Power software was utilized to ascertain the requisite sample size, where the alpha level was considered across three thresholds: 0.01, 0.03, and 0.05. Taking into account the optimal sample size in the form, a range of 400 to 450 individuals was estimated. In the present study, the sample size at the error level of 0.05% totals 450 participants. The data for this article was gathered through an online web questionnaire distributed to Instagram users (OneDrive). Given the nature of the topic, data collection was carried out entirely online. The data was then analyzed using SPSS and Smart PLS software. The theoretical foundation of this study rests upon the subject of "culture celebrity" and the impact it has on the various dimensions of daily life of users within the sphere of "culture celebrity" and the primary indicators of "celebritization." Formative processes, as proposed by Flanagan and Nowell (2004), are examined through the lens of the transferability of mental and objective indicators of daily life. This serves as the basis for the evaluation of the proposed hypotheses. The overall results of the research support the relationship between becoming a celebrity and the external dimension of users' daily life (R2=43%) as well as the internal dimension of users' daily life (R2=49%). In the overall fitted model, the effect of celebrity on daily life is equal to 0.59x0.48, which equals 0.283. As per the provided data, the greatest explanation lies in the social incidence variable, while the lowest explanation pertains to the social capital variable. Drawing upon the findings of this study, it can be concluded that the primary contributors to the new media and social space, along with the ensuing discourse that has absorbed the term "celebritization," not only establish their own discursive realm but also exert a significant impact on various aspects of users' lives, particularly in the realms of both internal and external dimensions. Life has a substantial influence on this topic, and the evidence suggests that in the near future, this space will exhibit a pronounced impact on identity formation, as generations establish the prevailing thought framework and forge their own ideological foundations through discourse. The discourse will serve as a means for thought leaders and the founders of user belief systems to exert influence. The phenomenon of celebritization holds the potential to instigate a reevaluation of social developments and actions, particularly when considering the long-term consequences of celebritization on societies moving forward.

Designing an Optimal Model for Personal Branding of Professional Athletes on Instagram and its Role in Sports Migration

Mohammad Faraji; Seyyed Jafar Moosavi; Farshad Emami

Volume 10, Issue 37 , June 2024, , Pages 414-375

https://doi.org/10.22054/nms.2022.63985.1288

Abstract

The primary objective of this study is to establish a comprehensive model for the personal branding of professional athletes on Instagram, encompassing its impact on sports migration. ... Read More The primary objective of this study is to establish a comprehensive model for the personal branding of professional athletes on Instagram, encompassing its impact on sports migration. To this end, a mixed-method research approach was adopted, wherein the qualitative section incorporated insights gleaned from library experts and semi-structured interviews with 15 experts. Following this, a Delphi screening technique was utilized, resulting in the identification of 4 significant factors and a total of 52 indicators. Upon completion, a 52-item questionnaire was formulated. The statistical population of this study includes professional athletes who are active users of Instagram. In order to determine the sample size for each factor (ranging from 10 samples), 520 individuals were selected. SmartPLS2 software was employed to model the structural equations and further analyze the collected data. Through the process of confirmatory factor analysis, four key factors emerged: 1) performance, comprised of 7 indicators; 2) personal, consisting of 12 indicators; 3) social, encompassing 13 indicators; and 4) ethical, with 8 indicators. Altogether, 40 distinct indicators were identified. The computed internal reliability, item reliability, convergent and divergent validity, and significance coefficients of the paths, as well as the R2 of the model, all demonstrated a high degree of suitability for further analysis. Moreover, the Goodness of Fit (GOF) was determined to be 0.48, falling within the ideal range. The analysis revealed a significant influence of athletes' personal brand on sports migration, with social factors (impact: 0.185) and personal factors (impact: 0.384) exerting a notable effect at the p < 0.01 level, while functional and moral factors showed no significant influence. Moreover, the R2 value indicated that the 4 factors of athletes' personal brand accounted for approximately 48% of the causes of sports migration.IntroductionIn the realm of professional sports, renowned athletes are pivotal elements of the business, often attaining great popularity amongst sports fans as human brands. Given the inherent risks of injuries or performance loss that may arise, athletes in the sports industry are considered as highly volatile products. This underscores the crucial importance for athletes to devise robust business strategies, where the personal brand acts as a powerful trademark that enhances their value and marketability. Furthermore, in recent times, the phenomenon of athlete migration in Iranian sports has been on the rise. According to the most recent statistics from the International Organization for Migration regarding Iran, the country occupies 69th place out of 188 other nations, with a migration rate of 3.4%, which includes coaches and athletes.Literature ReviewIn the domain of personal branding, the findings of Banite et al. (2011) highlight that eight fundamental factors significantly influence the selection of a prominent athlete for product endorsement. These factors encompass: the bond shared by the audience with the athlete and the product, the alignment between the product and the athlete's field of expertise, the athlete's attractiveness, respectability, recognizability within society, trustworthiness, and the general interest in the athlete. In their study, Naqvi and colleagues (2019) identified 13 key categories and 70 distinct concepts, including aspects such as management style, professional commitment, internal and external factors, chivalry, harmony, competition style, attractiveness, and so forth. Building on this, Nazimi and colleagues (2020) further identified a total of 62 concepts, organized into 11 categories, and 4 main factors: athlete behaviors, personality traits, marketable lifestyle, and sports performance. Among these factors, "sports performance" stands out as the most influential in advancing the personal brand of professional athletes.Numerous studies on personal branding have highlighted the crucial role of media, particularly social networks, in its formation, applicable to both athletes and non-athletes, including managers. In this context, Baidullah Khani and Kahrazeh (1400) have identified three significant factors that contributed to Trump's election as the president of the most powerful nation in the world: media narratives, performance style, and the reception/perception of the general public. Various studies have explored the causes of migration, yielding mixed results. Javadzadeh (2014) found that economic factors were a primary cause, while Qalipour and colleagues (1386) emphasized socio-theoretical justice and Aghazadeh (1394) underscored internal motives. Moghimi (2017) advocated for an effective management system to retain elites, while Shah-Abadi (2013) highlighted the influence of a lack of political and civil freedoms on elite migration. Grossi (2003) divided the factors influencing migration into four categories: economic, social, educational, and cultural, while Lenoir Towiz and Siuk (2021) underscored pull factors drawing players to work abroad and aspects deterring them from their country's sports system. Orliosky et al. (2018) emphasized a combination of individual, family, organizational, and national factors, while Ario et al. (2016) pointed to the quality of governance as a factor. Mitra et al. (2011) found increased political stability and, as outlinedDespite the significance of athletes' personal branding and its influence on sports migration, there has been relatively little research conducted in Iran, particularly within the virtual realm. Furthermore, existing studies in this domain have yielded varied outcomes. In our modern era, the topic of personal branding has become a prominent subject frequently discussed in social networks. Considering the significant role of social networks in building a personal brand, this research aims to identify the factors influencing the desired personal branding model of professional athletes on Instagram. Moreover, this study aspires to investigate the factors affecting sports migration, and ultimately explores the impact of athletes' personal branding on sports migration.MethodologThe research method utilized in the study combines both qualitative and quantitative approaches. In the first phase, library studies and semi-structured interviews were employed to identify indicators linked to the development of athletes' personal brands using the Data Theory approach rooted in grounded theory and Charmaz's structuralist viewpoint. Subsequently, existing data was coded, and a questionnaire was designed based on the researcher-developed model presented in the first stage. This allowed for the collection of quantitative data for testing the model. Ultimately, the study examined the impact of personal branding on sports migration.ResultsThe research method utilized in the study combines both qualitative and quantitative approaches. In the first phase, library studies and semi-structured interviews were employed to identify indicators linked to the development of athletes' personal brands using the Data Theory approach rooted in grounded theory and Charmaz's structuralist viewpoint. Subsequently, existing data was coded, and a questionnaire was designed based on the researcher-developed model presented in the first stage. This allowed for the collection of quantitative data for testing the model. Ultimately, the study examined the impact of personal branding on sports migration. The analysis revealed that the personal brand of athletes indeed influences sports migration, with a path coefficient equal to 0.444. The t-value of 17.106 demonstrates a significant impact at the p < 0.01 level. The study further found that among the four factors of athletes' personal branding, two of them—social factors and personal factors—exerted a significant influence on sports migration at the p < 0.01 level. Meanwhile, functional and moral factors showed no significant effect on this phenomenon.ConclusionSocial networks, particularly Instagram, have gained widespread popularity among users due to their distinctive features and characteristics. They have the potential to play a significant role in disseminating information and fostering interaction and communication on a global scale. The media and social networks not only influence the formation of athletes' personal branding but also, as the findings of this research demonstrated, are linked to the migration of athletes. This phenomenon is not solely relevant to athletes, but also pertains to individuals associated with sports networks such as club proprietors, managers, representatives, officials, and members of the media. The factors influencing migration are multifaceted and encompass not only economic aspects but also political, historical, geographical, sociological, and cultural factors. Consequently, to fully grasp the complex causes of migration, a comprehensive approach that goes beyond economic considerations and delves into broader societal dynamics is necessary.Social media represents a novel public arena in the day-to-day lives of millions of individuals, fostering an environment where people can share, discuss, organize, and plan digitally, ultimately paving the way for collaboration. This change in communication patterns profoundly impacts interactions between people and within society, consequently transforming our social lives. The advent of these alternative communication channels is undoubtedly beneficial for migrants who make the decision to leave behind their family, friends, and homeland.Social networking platforms like Instagram, Telegram, Facebook, Twitter, LinkedIn, and others serve a primary function of enabling individuals to forge and maintain strong ties with their country of origin, construct and preserve transnational networks, rapidly disseminate information, and establish more precise connections abroad. Transnational networks developed by immigrants in a digital space can significantly influence the migration process and, consequently, the immigrants themselves. In summary, sports migration has various positive and negative aspects, but considering the allure of countries accepting immigrants, the push of internal factors, and the absence of plans to improve the sports status, increase political stability, promote economic activities, expand social capital, establish justice and trust, ensure good governance, and effective leadership can effectively minimize the adverse effects of sports migration.

Explaining the Social Factors Affecting the Participation of Iranian Instagram Users

Fatemeh Rahpeymafard; Afsaneh Mozaffari; Davod Nemati

Volume 9, Issue 36 , December 2023, , Pages 285-245

https://doi.org/10.22054/nms.2022.57482.1102

Abstract

The research aims to explore the factors affecting self-presentation among Instagram users and examine their correlations. It adopts an exploratory-sequential design, blending elements ... Read More The research aims to explore the factors affecting self-presentation among Instagram users and examine their correlations. It adopts an exploratory-sequential design, blending elements of both quantitative and qualitative research methods. The qualitative part is exploratory, while the quantitative part is descriptive-survey, providing a comprehensive perspective on the topic. For the qualitative part, a targeted sample of communication and sociology experts who use Instagram was selected through purposive sampling. The study's quantitative component involves a survey of Instagram users in the city of Karaj in 2020. Random selection of participants based on their IP addresses confirmed to be located in Karaj was conducted using data provided by an Instagram advertising company. A total of 384 individuals were identified through Cochran's formula for the quantitative survey. The qualitative phase employed semi-structured interviews and thematic analysis for data collection and analysis. In the quantitative stage, a researcher-devised questionnaire was utilized alongside structural equation modeling through Lisrel software. The results revealed that political characteristics, individual factors, characteristics of the media system, cultural elements, and Instagram-specific features positively and significantly influenced self-presentation. The analysis showed political factors exerting the highest impact, Instagram characteristics the least, while content features had minimal impact. Introduction Humans have an inherent desire to be seen and present themselves, and social media has had a significant impact on fulfilling this desire. Previously existing barriers to communicative and self-presenting activities have been largely overcome by these media, offering a range of facilitating features. Individuals can now engage in online socializing by sharing content such as news, photos, and other forms of information (Taprial & Kanwar, 2012:8). Moreover, the possibility of remaining anonymous and the virtual nature of communication in social networks eliminate the challenges and difficulties of real-life communication. As a result, individuals' participation in these networks compensates for the absence of face-to-face interaction with real social groups. Additionally, the nature of online relationships in social networks tends to enhance people's ability to express themselves genuinely and authentically, as confirmed by Antoci, Sabatini, and Sodini (2014, p. 123). A significant feature of self-expression in cyberspace is that it differs from self-presentation in real-life contexts due to the ability to carefully review and edit content before publication. This level of control can lead to self-serving bias, as individuals may feel the need to preserve their personal interests and maintain cognitive consistency. This phenomenon was highlighted by Stănculescu (2011). Some individuals utilize the selective process of online self-presentation in social networks to both seek social support (as noted in Kim and Tussyadiah's 2013 publication, p. 80) and address issues related to low self-esteem, inadequate socio-communicative skills, mental health challenges, shyness, and social anxiety (as cited in Stănculescu, 2011; Yang and Brown, 2016). Mental and psychological tendencies for self-presentation on Instagram are more prominent than on other social networks. For instance, self-promotion is a more prevalent feature, as evident in research by Marcus (2015). Jackson and Luchner (2018) support this, stating that feedback on Instagram is closely linked to individuals' personalities, particularly in terms of their need for self-definition and connection (Jackson & Luchner, 2018, p. 2). Given the unique nature of communication in these spaces, which offers ample opportunities for diverse forms of self-expression, this phenomenon poses significant challenges at the individual and micro levels. For instance, Instagram's image and video filtering capabilities enable deceptive and fake self-expressions, emphasizing the importance of the issue to the extent that dating sites such as Plenty of Fish, along with others, removed such filters in 2019 due to their deceptive potential (New York Post, 2019). Identity problems, such as social, cultural, and value disintegration, as well as feelings of alienation and narcissism, are among the challenges we observe in the false and exaggerated self-expressions of Instagram users. These issues highlight the need and significance of investigating the factors influencing the self-expression of Instagram users. Addressing one of these concerns, the phenomenon of fear plays a crucial role in shaping how individuals present themselves on this platform. Fear of missing out (FOMO) serves as a potent and motivating factor driving users' self-expression on Instagram. However, a reciprocal factor that limits self-expression is the fear of destruction, disrespect, and loss of privacy. This is an illustration of the intricate factors that influence self-expression in cyberspace and how these elements affect users' self-presentation is an equally intricate subject. The extensive reach and intricacies of these issues warrant detailed scientific research. By identifying the factors influencing different types of self-presentation on Instagram, it becomes possible to minimize the occurrence of undesirable self-expressive behaviors. Additionally, educating and informing other users about the factors and contexts associated with these behaviors can help them to be prepared against such threats and deceits. Simultaneously, recognizing influencing factors can facilitate the implementation of effective measures to guide users toward positive self-presentation, self-esteem, and self-confidence enhancement. Previous research in this area has mainly focused on self-presentation in relation to specific psychological traits or within restricted groups such as students. No comprehensive studies have yet addressed the factors impacting the general online self-expression of Instagram users, despite their vast number and popularity. With the emergence of domestic platforms being developed to replace Instagram, this research aims to explore the factors influencing the self-presentation of Instagram users in response to the following questions: What are the factors affecting the self-expression of Instagram users? How are influencing factors related to the variable of self-expression? Previous Research There has been some domestic research on this topic, including a study by Ardakanifard and Rezvizadeh (1399), which explored how Iranian celebrities present themselves on Instagram. The research found that the five components—being special and popular, ordinary and from the society, active and responsible, approved and benevolent, and intimate and people-oriented—represent celebrities as a reference group. Rahimisaj and Moulai Totakhane (1395) conducted a study examining the relationship between types of "self" in the self-presentation of youth on the Cloob site. Their findings indicate that users attempt to portray a positive, idealistic, and perfectionist self image, which may differ significantly from reality. This behavior aligns with Goffman's theory, suggesting that individuals are playing a role by portraying an ideal version of themselves. Lai, Lee, and Borah (2019) conducted a study examining self-expression on Instagram and its effect on friendship among youth. The findings suggest that the perceived richness of Instagram as a social media platform has a positive impact on the self-expression of youth on this platform. Moreover, perceived usage is identified as a mediating factor in the relationship between perceived media richness and self-presentation on Instagram. Wised, Lee, Jahng, and Hong (2019) investigated the phenomenon of excessive self-presentation and its association with social cues and users' evaluations of Instagram selfies. Their findings indicate that filtered selfies receive fewer likes, while the use of social cues in selfies has a positive correlation with the number of likes on Instagram. Rahardjo, Tanaya, and Qurani (2017) studied the relationship between self-confidence and random friendship, as well as fear of missing out, on the self-expression of Instagram users. Their findings highlight that the only variable influencing self-expression is the fear of missing out, thus emphasizing the importance of its role in shaping self-expression on Instagram. Research Method This study is a mixed-method sequential-exploratory research. The qualitative portion of this study adopts an exploratory approach, while the quantitative aspect is descriptive and survey-based. The sample of the qualitative component comprises 12 communication science and sociology experts residing in Tehran. Within this sample, there are 4 female participants and 8 male participants. Out of the 12 participants, 11 hold Ph.D. degrees, and 1 holds a master's degree. The participants were chosen using a non-probabilistic purposive sampling method. Two criteria were considered when selecting the interviewees for this study. First, the individuals had to be active Instagram users, with varying levels of participation ranging from professional content creation to mere presence on the platform. The second criterion was having a solid academic and research background in the field of social networks, including books, articles, theses, conferences, or other relevant publications. The statistical population of the quantitative part is all Instagram users in the city of Karaj. Choosing Karaj as the sample location is justified by its diverse ethnic and cultural composition, making it a representative sample of Iranian users. The city's diversity and cultural mix are so pronounced that it is commonly referred to as "Little Iran" and the "Land of Seventy-Two Nations." In the qualitative aspect, the semi-structured interviews with the sample participants proceeded until theoretical saturation was attained and the principle of sufficiency achieved. After the twelfth interview, no additional data were gained, and repetition of the information became evident. It is worth noting that the interview questions were formulated in a general manner, and the participants were not limited to addressing specific questions. Instead, the conversation was guided based on the overall structure, axes, and objectives outlined for the interview, primarily based on the research's aims, questions, theoretical framework, and conceptual foundations. Here are the main interview questions addressed in each interview: Can you describe the types of self-expression on Instagram? Based on your perspective, what factors influence how users express themselves within these categories? Can you elaborate on the factors related to culture and society that impact self-expression on Instagram? In your opinion, what distinctive facilities and opportunities does Instagram offer for self-expression, setting it apart from other social networks? The interview data obtained from the participants was analyzed using the thematic analysis technique. Considering the mixed-method approach and the review of relevant literature, theories, and interview data, the template analysis method was utilized. This method was chosen to analyze the themes inherent in the qualitative data, particularly interview data, as it is specifically designed for that purpose. Discussion and Conclusion Based on the qualitative findings, it was discovered that political characteristics, encompassing aspects like a country's political system's attitude towards media, the deficiency in effectively facilitating dialogue in physical spaces, and regulations that limit or block social media, constitute the primary determinant of users' self-expression. The quantitative component of the study revealed, through path analysis, that political characteristics have a considerable impact on the self-expression of Instagram users in Karaj. The significance coefficient was determined to be 7.61, and the standardized coefficient was found to be 0.83. Surprisingly, no other research has yet been conducted to investigate the degree of alignment or misalignment with this particular factor. Within an environment where, due to the political system's handling of diverse issues and the absence of alternatives, there is a visible onslaught of scarcity and deficiency, which manifests in social networks. Moreover, in light of social media's ability to generate, disseminate, and republish news, it is observed that Instagram's space displays a constant focus on sad and painful news, as well as recurrent problems. Instagram's algorithm and the hidden influence of others also contribute to this issue. According to the theory of self-expression, users' self-expression is shaped by environmental characteristics, making this concept applicable here. Instagram users express themselves in alignment with the norms prevalent in their environment and may employ strategies to garner likes and attract followers. The qualitative findings revealed that individual characteristics, which encompass factors such as personality traits (e.g., extraversion, introversion), self-esteem, fear, conservatism, and mental health aspects, significantly influence users' self-expression on Instagram. The quantitative analysis, conducted through path analysis, substantiated this finding. The significance coefficient was determined to be 6.84, indicating a strong relationship between individual characteristics and self-expression. The standardized coefficient, measured at 0.76. The results of this study are in alignment with the findings of the research conducted by Hamideh Moulavi and Zahra Majdizadeh (1396) on the impact of individual factors on self-expression. Additionally, they are consistent with the findings of the research by Salim et al. (2017) concerning the influence of fear on self-expression. According to the theory of self-expression, self-expressive activities originate from the fundamental human need for status and recognition. When individual self-confidence and self-esteem are low, strategies may be employed to gain popularity or status, potentially leading to deceptive or false self-expressions. Conversely, if self-esteem and conservatism are high, defensive self-expression strategies may be utilized to evade threatening or harmful circumstances, thereby safeguarding the self from potential harm or destruction. According to the qualitative findings, a country's media system, which encompasses aspects like restrictions and blocking of most social media platforms, weakness in its human and structural resources, and a low level of media literacy within the community, emerged as a significant factor influencing users' self-expression on Instagram. The quantitative analysis, conducted through path analysis, confirmed this finding, revealing a significance coefficient of 5.49 and a standardized coefficient of 0.70. No research was found to specifically examine the alignment or divergence of these factors. The official media system of the country fails to cater to the audience's needs, and simultaneously, the policy of restricting social media, coupled with the technical and linguistic attributes of the Instagram platform such as anonymity, virtual identity, editing capabilities, and usage of various filters before publishing content, have collectively contributed to driving individuals towards self-expression on Instagram. Under these circumstances, the platform offers ample opportunities for selective self-expression, something not readily available in the societal real space, especially within the country's official media. According to the qualitative findings, cultural characteristics play a significant role in impacting users' self-expression. Within Instagram, a strong preference for oral culture over written culture is observed, along with the emergence of negative aspects of informal culture in contrast to formal culture. Additionally, there is a low tolerance for cultural or ideological differences. The quantitative analysis, conducted through path analysis, confirmed this finding, revealing a significant effect of cultural characteristics. In the context of self-presentation theory, the presence of observers affects an individual's self-presentation. Furthermore, the characteristics of the social situation are crucial, with cultural norms in the environment determining what non-verbal behaviors are considered acceptable. Given the increasing dominance of these negative aspects on Instagram, it is logical to infer that the self-expression observed on the platform reflects accepted societal values and aligns with the cultural norms of its environment, in accordance with the self-expression theoretical framework. Research in the field of impression management suggests that, under equal circumstances, people often pay more attention to individuals with a greater number of negative rumors surrounding them as opposed to neutral or positive individuals. This phenomenon can explain the spread of rumors and the accelerated dissemination of negative news, as well as self-presentations that significantly differ from the genuine selves of these users. Based on the qualitative findings, Instagram's formal and structural attributes, such as the capability for anonymity, creating a personal profile without the requirement for verification, a prominent visual culture, the ability to choose one's personal page, the option to privatize it, the possibility of filtering content before publishing, and an easier process of registration and participation when compared to numerous other social media platforms, collectively contribute to facilitating the process of participation and engagement. The quantitative analysis, conducted through path analysis, revealed a significant effect of Instagram's characteristics on the self-expression of Instagram users in Karaj. The standard coefficient was determined at 0.59, with a significance coefficient of 3.24. This finding aligns with the research by Lai, Lee & Borah (2019) regarding the influence of Instagram's media richness on self-presentation. According to Walter's model of interpersonal communications, self-presentation via computer-mediated channels often offers greater planning capabilities and the chance for self-censorship. In this regard, the availability of varied filters for content editing prior to transmission, coupled with the opportunity for selective self-presentation enhancement and improvement, as well as self-censorship on Instagram, is effectively facilitated. The qualitative research findings suggest that content attributes, such as the message's elements, features, message value, and source, play a role in shaping users' self- expression. However, the quantitative analysis, which included a path analysis test, indicated that content characteristics did not exert a significant influence on the self-expression of Instagram users in Karaj. The significance coefficient was measured at 1.47, with a standard coefficient standing at 0.16. This result diverges from the findings reported in the research conducted by Wised et al. (2019). This discrepancy may stem from the relatively limited impact of these content attributes in comparison to the substantial influence of other influential factors within the specific research at hand. Self-expression actions are generally undertaken with the objective of achieving recognition and status. Conversely, based on the impression management theory, individuals' behaviors are shaped by the expectations of others within the context of computer-to-computer communications. During the communication process, data deemed appropriate is selectively transmitted and received by both the communicator and the receiver. If the content lacks a perceived value load for the user, is not of particular sensitivity, or if the feedback or response to such shared content could potentially harm the user's reputation or status, this might restrict their willingness to engage in self-expression

Investigating the effect of content features on content engagement with the role of emotion as a mediator in Instagram) Case Study: Users of the Big Bang page)

Hamraz Tavallaee; Mina Ranjbarfard; Soheila Mehmannavazan

Volume 9, Issue 36 , December 2023, , Pages 320-287

https://doi.org/10.22054/nms.2023.70293.1468

Abstract

Given today's world which is the age of information and communication, we can not ignore the role of social media in the transmission of information and the development of various types ... Read More Given today's world which is the age of information and communication, we can not ignore the role of social media in the transmission of information and the development of various types of communication. The most important and main element of a social media is its content and one of the features that a content must have in order to engage the user is "emotion”. The purpose of this research is to investigate the effect of content features on content engagement (customer engagement) with the role of emotion as a mediator in social media platform (Instagram). The target audience is the Big Bang page followers (Scientific page about Astronomy) on Instagram, who number 795K and the number of samples taken according to Morgan's table was 384. Questionnaire was used to collect data. Data analysis was done with PLS software. The results showed that the content features that include the three dimensions of originality, hedonism and quality have an effect on content engagement that includes likes and comments. Also, the results showed that all three dimensions of originality, hedonism and quality have an effect on emotion. The effect of the emotion variable, which includes the three dimensions of pleasure, arousal and mastery, was also confirmed on content engagement. According to the results of this research, companies need to pay attention to social media platforms to succeed in their business. In fact, organizations should produce useful, entertaining and enjoyable content to engage their customers with their brand as much as possible and make them more loyal.IntroductionIn the current digital age, where the era of information and communication reigns supreme, the pivotal role of social media in disseminating information and expanding various forms of communication in our daily lives cannot be overlooked. Additionally, businesses, regardless of size, rely on social media as an essential tool to broaden their reach and fortify the bond with their customers. Social media platforms have become an indispensable medium through which organizations can engage, connect, and share valuable content with their target audience, ultimately driving growth and success in today's digitally interconnected world. Content plays a pivotal role in social media, and companies must prioritize producing engaging content to attract and retain users. Research has demonstrated that user-generated content tends to be more effective in evoking emotions that encourage participation and interaction among customers, outperforming content created by the organization itself. This underlines the importance of fostering user-generated content as a strategy for building a strong online presence, cultivating a sense of community, and driving engagement on social media platforms.Emotion serves as a critical variable in the equation of user engagement on social media platforms. While previous studies have highlighted the essential features for sparking user engagement, the role of emotion has often been overlooked. By delving into this overlooked aspect, businesses can gain a more nuanced understanding of the factors influencing user participation and interaction. By incorporating emotional elements into their content, organizations can cultivate a deeper connection with their audience and foster a more compelling engagement experience. The importance of considering emotion as a mediating variable in influencing user engagement cannot be overstated. The customers' or users' emotional response to content plays a pivotal role in determining their engagement level. Therefore, this study aims to investigate the impact of content features on customer engagement through the lens of emotion as a mediator, with a specific focus on the social media platform Instagram.Materials and MethodsFor this study, the target population consisted of the followers of an Instagram page dedicated to cosmology and astronomy, based in Tehran. The page earns revenue through advertising. Considering the high number of community members (followers of the examined Instagram page), the sample size was set at 384 individuals based on the unlimited population principle. This breakdown yielded 190 female participants and 194 male participants. To gather data on the content features studied in this research, a questionnaire was administered. The survey was composed of three dimensions of content features, which included originality (questions 1-5), hedonism (questions 6-9), and quality (questions 10-12). These dimensions were derived from the works of Moldovan et al., Nambisan et al., and Huong Duong et al. It is worth noting that simple random sampling was used as the sampling method in this study. To assess the relationship between content features and customer engagement, the study utilized several variables, including likes and comments. For validating the measurement tool, confirmatory factor analysis was used, while the path analysis method was employed to test the hypotheses. Additionally, the Structural Equation Technique was applied using PLS software. Moreover, the emotion variable, consisting of pleasure, arousal, and mastery dimensions, was measured using questions taken from the article by Mazaheri et al.Discussion and ResultsThe findings of the study indicate that content features, specifically originality, hedonism, and quality, significantly influence customer engagement, as measured by liking and commenting. Moreover, all three dimensions of originality, hedonism, and quality have been found to affect emotion. Additionally, the results confirm that the emotion variable, encompassing pleasure, arousal, and mastery, has a notable impact on content engagement.ConclusionsIndeed, based on the study's results, it is evident that companies and brands must focus their attention on the specific social media platform discussed in the research in order to attain business success. Organizations must strive to produce valuable, entertaining, and engaging content to effectively engage their customers and cultivate loyalty. By doing so, businesses can strengthen their brand image and foster lasting relationships with their target audience. To maximize customer engagement on Instagram pages, it is imperative that they exhibit high visual appeal, feature meaningful videos and photos that are relevant to the content theme, and demonstrate the value of the page's content. In this study, a thorough discussion has been provided on the different types of content features and their impact on customer engagement on Instagram. While this study provides valuable insights into the content features and user engagement specific to Instagram, it is important to note that the findings may not be applicable to other social networks such as Twitter and Facebook. Future studies should be conducted to explore the nuances of user engagement on different social networks.

The Culture of Psychologist-Celebrity in Society: the Role of Top Motivational on Instagram

azam mirzaei; zahra yarahmadi

Volume 9, Issue 36 , December 2023, , Pages 348-321

https://doi.org/10.22054/nms.2024.69301.1437

Abstract

The ascendance of Instagram in Iran over the past decade has instigated profound cultural shifts, as evidenced by the participation of approximately 48 million users, comprising more ... Read More The ascendance of Instagram in Iran over the past decade has instigated profound cultural shifts, as evidenced by the participation of approximately 48 million users, comprising more than 50% of the population, on the platform. This expansion has been instrumental in catalyzing the emergence of micro-celebrities, Instagrammers, and motivational influencers, who have collectively contributed to a societal emphasis on individual success and bliss. This study seeks to investigate how Instagram has enabled these phenomena, specifically exploring the role of micro-celebrities in fostering individual achievement and entrepreneurial endeavors. The study employed qualitative content analysis, guided by Mayring's framework, to analyze content such as posts, captions, and stories from nine renowned motivational bloggers with over 500,000 followers, drawing insights from data collected from June to July 2022. The research results unveil a myriad of recurring patterns pertaining to perceived happiness and success, such as the mythologization of success, emotional well-being, self-regulation, gratitude, and self-branding. These patterns underscore an interwoven psychology-celebrity culture that is deeply enmeshed with neoliberal economic principles, accentuating individual accountability and underscoring the internal sources of contentment. The research illuminates how micro-celebrities substantially contribute to shaping these narratives, as they position themselves as role models and offer success training packages. Emphasized through self-branding, this phenomenon reinforces the principle of extreme individualism, thereby fragmenting traditional social bonds and elevating the pursuit of personal success into prominence. Innovation in this research resides in its thorough examination of Instagram's influence on societal norms pertaining to success and happiness. The conclusion underscores the profound impact of micro-celebrities on shaping the values and aspirations of contemporary Iranian society through social media, indicating that this phenomenon mirrors global trends in forming personal and cultural identities via social media. Introduction The extensive growth of Instagram in Iran throughout the past decade has brought about a restructuring of societal dynamics, particularly in the sphere of self-expression and aspirations. Millions of users have made Instagram a prolific breeding ground for various personas, among them micro-celebrities and motivational influencers, who hold considerable sway over perceptions of success and happiness. This article elucidates the transformational role of Instagram in shaping individual aspirations and societal norms, with a special focus on the rise of micro-celebrities as architects of success and happiness. Over the past decade, Instagram usage has significantly escalated in Iran. Research conducted by Beat Research Center (2020) indicates that a remarkable forty-eight million individuals (accounting for more than 50% of the population) are now registered Instagram members. Additionally, there is an excess of seven thousand user pages that boast an impressive count of more than 500,000 followers. The escalating growth of Instagram usage in Iran over the past decade has given rise to the emergence of novel concepts, including micro-celebrities, Instagrammers, and motivational influencers. Concurrently, this phenomenon has precipitated the emergence of individuals who prioritize individual triumph in the prevailing positive psychological atmosphere, consequently pervading society. In recent years, emphasizing happiness has emerged as a significant discourse, with its integration into governmentality as a leading approach. Happiness is defined as a tool utilized to attain harmony and coherence in human behavior. In the past, this emerging discourse on happiness predominantly occurred within the pages of best-selling magazines and books in Iran (Zaeri and Narimani, 2019). With the emergence of social networks, individuals gained greater freedom to pursue their areas of interest. Consequently, one can find numerous micro-celebrities, influencers, bloggers, motivational bloggers, and others on Instagram, who focus on self-improvement and cultivating a positive self-image. These individuals offer training packages to their followers, asserting that they hold the key to success. (Kohestani et al., 2022). The comprehension of the techniques of “psy” in neoliberal governmentality and the forging of new subjectification has created an imaginary myth, wherein personal happiness, self-control, and entrepreneurship are believed to be achievable for all (Fabian & Strecher, 2018). Objective This study seeks to explicate the intricate influence of Instagram on the societal constructs of success and happiness in Iran. The research endeavors to expound upon how Instagram serves as a facilitator for individuals to relentlessly pursue and project their achievements across diverse domains. Furthermore, the study aims to scrutinize the explicit methods through which micro-celebrities capitalize on their platforms to propagate notions of contentment, well-being, and success, thus molding societal discourses and aspirations. Methodology Applying a qualitative approach based on content analysis, this research delves into data sourced from the Instagram pages of influential micro-celebrities. Nine prominent micro-celebrities were carefully chosen based on predetermined criteria such as activity level, content relevance, and follower count. A thorough examination of seventy Instagrams, captions, and stories was undertaken to discern recurring themes and patterns associated with the portrayal of success and happiness. This article adopts a qualitative approach, relying on content analysis to gather and scrutinize data. Mayring's content analysis methodology holds special relevance in this context. Mayring outlines the following analytical techniques: "coding unit," "contextual unit," and "analytical unit." For this study, the data was sourced from the Instagram pages of motivational micro-celebrities with over 1,000 followers, between June 1401 and July 1401. The unit of analysis encompassed published pages and content on micro-celebrities' accounts, including their feeds (comprising of the photos, captions, and stories) of the chosen celebrities. For this study, nine well-known motivational bloggers, renowned for their millions of followers, were chosen as samples based on the following criteria: 1. active and consistent presence on Instagram with public pages; 2. content centered around personal success, and 3. a follower base of over 500 thousand individuals. A content analysis was conducted on seventy selected Instagram feeds encompassing captions and stories. Results The findings highlight the pervasive influence of Instagram in shaping societal perspectives on success and happiness. Through the lens of micro-celebrities, this platform perpetuates narratives centered around individual triumph and self-improvement, thereby fostering a pervasive culture of aspirational achievement. Furthermore, the analysis unveils distinct patterns in the portrayal of happiness, including the glorification of success, emphasis on emotional well-being, advocacy for self-regulation practices, promotion of gratitude, and cultivation of personal branding strategies. The results of the study indicate that society is presented with a diverse array of patterns related to a happy life. These patterns encompass the glorification of success, an emphasis on emotional well-being, the portrayal of individuals as joy-filled robots, the promotion of practices that foster self-regulation, the teaching of gratitude expression, and the cultivation of personal branding. Additionally, the research demonstrates that psychology-celebrity culture, substantially influenced by micro-celebrities, is profoundly intertwined with neoliberal economic principles, emphasizing the production process. Each of these patterns will be explored in detail in the following paragraphs. Micro-celebrity and Instagram success myths: in conclusion, the analysis of the Instagram pages of motivational micro-celebrities demonstrates their significant influence in shaping societal perceptions of success and happiness. This study highlights the pervasive impact of Instagram in disseminating narratives of individual triumph and self-improvement within an aspirational framework, as well as the distinct patterns observed in the portrayal of happiness and their concurrence with neoliberal economic principles that place emphasis on the production process. Retail celebrities and happy robots: positive psychology has proposed a novel lens through which societal norms can be scrutinized and challenged. This approach asserts that positive emotions or emotions associated with positive experiences serve as potential catalysts for altering individuals’ cognitive patterns, thereby conforming to new psychological theories. Similarly, positive psychology introduces alternative normative frameworks that justify the possibility of transforming the status quo. These new perspectives offer avenues for reevaluating traditional models and potentially effecting change in societal beliefs and behaviors. Micro-celebrities and emotional well-being: by concentrating on our daily thoughts, motivating ourselves to reflect upon ourselves, regulating our emotions, and immersing ourselves in a cycle of pleasurable experiences, positive psychology enables us to learn and cultivate happiness. Employing innovative methods and measurement techniques specifically designed to assess emotional states, individuals gain access to a plethora of options, each carrying a fixed value of happiness. This approach provides individuals with a broad range of possibilities and assigns a specific happiness quotient to each one. Micro-celebrities and self-regulating human prescription: in essence, the principles of positive psychology advocate for the cultivation of self-determined, self- regulated individuals who are responsible for their own well-being. By encouraging reflection on our thoughts, emotions, and actions, positive psychology empowers individuals to take charge of their lives and actively shape their own happiness. The goal is to adopt a proactive approach to personal growth and development, leading to a deeper sense of fulfillment and contentment. Micro-celebrities and gratitude teachings: gratitude and appreciation are of immense significance within the realm of positive psychology, echoing spiritual teachings. Gratitude is a recognition of oneself, others, God, life, and the world in which we live. It serves as a criterion for physical and mental health, contributing to the prevention of injuries and psychological and social issues. Individuals who possess this trait tend to have a consistently positive outlook on life, as gratitude fosters a positive mood. Small celebrities and self-branding: in self-branding, an individual adopts the persona of a consumer product, constructing a desirable image to be marketed to others. This process necessitates the crafting of a favorable public image on social media, along with leveraging the array of job opportunities accessible within the extensive network of social media platforms. This is particularly relevant in circumstances where societal employment prospects are less promising, as self-branding serves as a valuable tool for navigating career advancement. Conclusion: The prominence of micro-celebrities on Instagram reflects a transformation towards individualism and self-actualization, drawing from neoliberal ideologies that emphasize personal empowerment and autonomy. As a result, the cohesion of society has started to be predicated on individuals' aspirations for success, while collective objectives increasingly take a backseat. Given Instagram's profound impact on societal norms and values, it is essential to critically evaluate its influence on collective well-being. One significant consequence of the dominance of individualism in society is the gradual disappearance of the concept of "collective destiny." This phenomenon leads to a society wherein each individual prioritizes their own success, resulting in a group of atomized individuals who yearn for the idealized lifestyles peddled by micro-celebrities. In this context, individuals tend to associate their own achievements or failures solely with their personal skills and abilities, further exacerbating the sense of self-centeredness.

Effective Factors in Users' Purchase Intention in Social Media Influencer Marketing due to Personality Characteristics; A Case study: Instagram Social Media Users in Iran

Homa Doroudi; Hadi Mohammadi

Volume 9, Issue 36 , December 2023, , Pages 393-349

https://doi.org/10.22054/nms.2024.71481.1503

Abstract

In today's digital age, social media has become a prominent medium for communication and exerting influence on its users. Influencers within these media, thanks to the compelling content ... Read More In today's digital age, social media has become a prominent medium for communication and exerting influence on its users. Influencers within these media, thanks to the compelling content they create, not only gain widespread recognition but also manage to amass a considerable following. This significant number of followers grants them a stronger position to shape the opinions and decisions of their audience. With the growing number of users on social media platforms, companies and marketers have been increasingly focusing on attracting customers from these mediums. The undeniable impact held by influencers is well recognized by marketers, leading many to rely on social media influencers to promote their products. On the other hand, possessing a thorough understanding of the types of characteristics of influencers and their effect on users, as well as having correct knowledge of how to effectively manage social media influencer marketing, can greatly enhance the effectiveness of product promotion and prevent wastage of time and resources. Today, given the increasing preference of individuals, particularly young people, for social media platforms like Instagram, the significance of conducting comprehensive research that encompasses all aspects of influencers, particularly in terms of their influence on user purchasing intent, becomes crucial. If the existing gap in research is not addressed, valuable marketing opportunities within these media will be squandered. By bridging the research gap and effectively utilizing influencer marketing, companies can optimally allocate their marketing budget to reach Iranian users on platforms like Instagram. This can be achieved by understanding influencer characteristics, including attitude homophily, physical attractiveness, social attractiveness, influencer credibility, familiarity, compatibility, trustworthiness, perceived expertise, parasocial relationships, brand attitude, advertising attitude, and hedonistic attitude. Iranian users have wholeheartedly embraced Instagram, one of the most popular social media platforms, for its free photo and video sharing feature. Iranian influencers have effectively utilized Instagram to advertise and shape the purchasing decisions of their followers, with many even becoming influencers themselves. On the other hand, many users may not be fully aware of the various aspects of personality traits that directly impact behavioral intentions, thereby hindering their ability to make informed decisions for their business ventures. By gaining a deeper understanding of the desired characteristics and their influence on behavior, individuals can make more informed decisions in areas such as advertising and product sales, ultimately improving their business outcomes. The application of influencer marketing strategy within platforms such as Instagram has witnessed growth due to several reasons, including the capability for two-way interaction, access to consumer needs, and gathering feedback. Additionally, influencer marketing can help businesses to expand their following base, cultivate loyal customers, and ultimately boost sales, potentially converting occasional customers into regular patrons. On the other hand, it is crucial to consider that users often follow their favorite influencers on social media platforms based on the influencers' personality characteristics and the diverse areas in which they create content. In order to effectively implement an influencer marketing strategy in social media, it is essential to identify which characteristics of influencers have a significant impact on users' purchasing intentions. In this study, we have identified a set of characteristics of influencers as a preliminary factor that influences purchasing intentions among the audience – namely attitude homophily, physical attractiveness, social attractiveness, influencer credibility, familiarity, compatibility, trustworthiness, perceived expertise, parasocial relationships, brand attitude, advertising attitude, and hedonistic attitude. By taking these characteristics into account, businesses can strategically select influencers who resonate with their target audience and effectively boost purchase intentions through their marketing efforts. The primary objective of this research is to explore the factors influencing the purchase intent of users within the context of social media influencer marketing, focusing specifically on personality characteristics within the Iranian context. The research employs an applied approach and adopts a descriptive-analytical perspective, utilizing a survey research method to gather data and a causal approach to analyze the findings. The statistical population for this research comprises Instagram social media users in Iran in the year of 1401 (2022), whose exact number is uncountable. The research methodology utilized a combination of standard questionnaires and valid scientific articles as data collection tools. A total of 400 questionnaires were distributed among the available Instagram users. The hypotheses of the current research were tested using the structural equation modeling method based on the partial least squares approach (SEM-PLS). Two software programs were employed in data analysis: SPSS and SmartPLS3. The results of the study revealed that all the characteristics of influencers exhibited a significant impact on users' purchase intentions, suggesting that social media influencer marketing strategies should be tailored to the characteristics of different types of influencers for optimal effectiveness. Ultimately, this research examines the impact and relationship between the differing personality traits of influencers and the types of influencers in social media influencer marketing, which subsequently affects users' purchasing intentions. The study culminates by offering practical recommendations for maximizing the effectiveness of influencer marketing strategies in social media platforms.

COVID-19 on Iranian Twitter and Instagram: Discourse Analysis of Users’ Generated Content During the COVID-19 Pandemic

Hossein Kermani; Amirali Tafreshi; Amir Mohammad Ghodsi; Alireza Bayat Makou; Ali Atash Zar

Volume 9, Issue 35 , October 2023, , Pages 396-349

https://doi.org/10.22054/nms.2022.57484.1103

Abstract

Introduction:The present study delves into the repercussions of the COVID-19 pandemic on human life and social interactions, with a particular focus on Iran. The pandemic has substantially ... Read More Introduction:The present study delves into the repercussions of the COVID-19 pandemic on human life and social interactions, with a particular focus on Iran. The pandemic has substantially impacted various facets of human life, resulting in diminishing physical presence in the public sphere to avoid getting infected with the virus, while increasing online interactions on social media platforms. The purposes of this research study include exploring the linguistic constructs developed on Twitter and Instagram in Farsi, during the initial stages of the COVID-19 outbreak in Iran. The analysis is aimed towards providing a comprehensive comprehension of the underlying meanings constructed and negotiated in the early days of Iran's experience with the COVID-19 crisis, particularly in relation to the presence of power dynamics and hegemonic discourses.Materials and Methods:The aforementioned study implements mixed methodologies, featuring a combination of computational and traditional qualitative approaches, namely SOCIAL network analysis and qualitative content analysis, to elevate the depth and validity of the analysis. Specifically, these methods are used to investigate the social networking components and discussive content present within social media. The data collected in this study entails more than 4 million tweets and Instagram submissions from January 21, 2020, to April 29, 2020. The focus of the Twitter data analysis centered on the retweet network, which acted as the information dispersion network. Following data refinement, the retweet network was extracted, comprising more than 2.5 million tweets. Using a modularity-based community detection algorithm, clusters within the retweet network were identified. Five significant clusters, boasting volumes in excess of 4% of the total network, were identified. Each cluster incorporated a selection of individuals identified as the most influential according to the Pagerank index, indicating the highest tweet circulation in the entire network. A sample of 5056 tweets representing the total tweet population (7658) was randomly drawn, following which they were qualitatively annotated via content analysis to identify the underlying discourses. The agreement coefficient, based on Krippendorff's Alpha, was calculated to be 83%.Discussion and ResultsThe findings of this research unveil a total of 71 micro-discourse constructs, clustered into 16 overarching macro-discourses, that were observed on both Twitter and Instagram during the initial days of the COVID-19 outbreak in Iran. Furthermore, the most prevalent micro-discourse formats, sporting the highest frequency counts, were selected for further analysis, resulting in five dominant constructs on Twitter and Instagram each. The investigation of the selected discourses provided insights into their facets and their connection with power dynamics in Iran. Three of the predominant discourse formats were found to be shared between both platforms, with each host possessingConclusionsThis study endeavored to discover and examine the discourses manufactured by Iranian users during the COVID-19 outbreak. The psychological dynamics of these users in the early phases of the pandemic were analyzed in light of Network Framing Theory and Foucault's Discourse Theory. The outcome presents a comprehensive picture of the network agency of Persian users on Twitter and Instagram. Users on Twitter predominantly held a conviction to accuse parties deemed responsible for the outbreak, such as negligence, faith-based assumptions, concealment, and misrepresentation. Meanwhile, Instagram users were positioned as afflicted, either undertaking health preventive measures or suffering the fear and hardships of COVID-19 conditions. This study illustrates that although internet-based networks have encroached on the primacy of conventional media as a leading framing agency, their features and systems still exert a significant influence. Each network highlights distinct frames, with specific content production dynamics, thereby producing diverse discourse constructs. This case study assessed the responses of users during the initial period of the crisis (short-term), but additional research can examine its implications in the medium and long term.

An Analysis of Professional Athletes' Lived Experiences in the Instagram Social Network

farid ganji; sardar mohamadi

Volume 9, Issue 35 , October 2023, , Pages 473-445

https://doi.org/10.22054/nms.2022.43034.752

Abstract

AbstractIn the last few years, the use of the Internet has been predominantly the utilization of social media networks. A social media network is a digital platform that enables users ... Read More AbstractIn the last few years, the use of the Internet has been predominantly the utilization of social media networks. A social media network is a digital platform that enables users to connect, share information and collaborate with each other. Social media applications, accessible through smartphones, have become increasingly prevalent and popular. All users with access to smart phones can become members of these social media networks, wherein they can share content and experience communication with other people. These social networks can be aptly described as software, programs, or services that are accessible through mobile devices and enable users to interact with others and share information. Users can exchange news and diverse content with others. Among the myriad social media platforms, Instagram's photo-and video-sharing functionality has gained immense popularity and attracted a significant user base. The continuous growth of Instagram, which relies solely on sending and sharing images and videos without textual descriptions, signifies the increasing appeal of visual social media and users' inclination towards such platforms. The present study sought to explore the lived experience of professional athletes on the Instagram social network. The research methodology was qualitative, employing the "grounded theory" methodology, pioneered by Clark and Brown. This approach is employed to identify, analyze, and report patterns (themes) in data (a number of interviews or a text) through a step-by-step process. The theme encapsulates the significant answer and meaning extrapolated from the data relative to the research question. In contrast to traditional qualitative approaches, this analysis is grounded in inductive reasoning, rather than relying on preestablished theories or frameworks. A theme encapsulates critical information and provides insight into the data and research questions. The theme offers a glimpse into the meaning and concept of the pattern of the data and, according to the researcher's analysis, hints at their understanding of the topic at hand. The theme also denotes a recurring and distinctive element of the text, representing a recurring and salient feature within the data that, in the researcher's opinion, reflects a certain level of comprehension and experience regarding the research question. While recognizing themes may vary from one researcher to another, there are some guiding principles that can be followed to identify significant themes. The theme has a repetitive component, meaning that a theme should appear more than once within the text to be considered a theme. Therefore, a concept or issue appearing only once cannot be regarded as a theme. The population of this study consisted of professional athletes who have been using the Instagram social network for more than two years and possess relevant lived experiences. Since the participants hold considerable experience in the arena of athletic competition, they have been qualified to participate in the study. The presence of sufficient lived experience is a pre-requisite for qualitative research and forms the basis of the selected sample. The researcher employed purposeful sampling and data acquisition until achieving data saturation. Two additional interviews were conducted to confirm data saturation and to confirm the researcher's confidence in the obtained results (7+2). A semi-structured interview was employed to acquire the data. The data were analyzed using thematic analysis, an inductive approach, per which the analysis continued until the most vital themes were extracted. Following the steps of theme integration, consolidation, and elimination, the researcher selected the primary themes, which were deemed to be most suitable for this research and likely to yield fruitful outcomes. The researcher chose themes which offered a greater potential for significant findings in the study. The findings revealed three principal themes: "Liking and Commenting," "Following," and "Gaining Fans." The analysis shows that social media provides athletes with a novel, personal, and unfiltered method of communication, allowing them to convey messages without the intermediation of public relations personnel or journalists. Previously, athletes relied on traditional channels such as televised interviews, newspaper and magazine articles, and statements released through public relations representatives. Athletes can now engage with their fans through a direct and deeply personal communication channel. Additionally, novel social media platforms, including Instagram, have expedited interactions between athletes and sports enthusiasts. These social networks have become breeding grounds for voicing opinions and seeking advice, providing a valuable source of knowledge and expertise for budding athletes. To facilitate the analysis of the interview data, the researcher leveraged qualitative data classification and coding software, NVivo version 10, to manage and categorize the voluminous data. Considering that the substantial volume of data is a salient characteristic of qualitative studies, the researcher opted to use specialized software to organize and categorize the data efficiently.

Analyzing the Effect of Instagram on Entrepreneurial Intention (Case of Study: Semnan University Students)

Meisam Modarresi; Shaghayegh jalilvand

Volume 9, Issue 34 , August 2023, , Pages 398-365

https://doi.org/10.22054/nms.2023.67023.1370

Abstract

IntroductionEntrepreneurship has drawn much attention in recent times due to its ability to create job opportunities, thereby addressing the issue of employment and unemployment. Resolving ... Read More IntroductionEntrepreneurship has drawn much attention in recent times due to its ability to create job opportunities, thereby addressing the issue of employment and unemployment. Resolving unemployment is one of the most pressing social challenges that policymakers are facing. Entrepreneurship is a solution to this problem, and students possessing entrepreneurial skills and motivation can lead to resolving these issues. In this regard, the aim of the present study is to investigate the effect of Instagram on entrepreneurial intention among Semnan University students.Methodology:The research follows a quantitative approach, with a functional purpose. The method of data collection is descriptive survey, while the time frame is single-section. The statistical population of this study is composed of 2,000 students who study at the Faculty of Economics, Management and Administrative Sciences, as well as the Faculty of New Sciences and Technologies at Semnan University, and are members of Instagram. Specifically, the population consists of students who follow entrepreneurial pages on Instagram.A non-probability sampling method, namely stratification, was employed, and a simple random sampling method was used to select a sample of 322 individuals. The data collection tool used in this study is a standard questionnaire that was adapted to the research objectives.FindingsRegarding the effect of Instagram on entrepreneurial intention, the research results revealed a significant impact. The community of entrepreneurs on Instagram have provided students with the confidence to transform their business ideas into reality. In addition, this social network has had the greatest impact on social norms and entrepreneurial attitudes; that is, students communicate with their family, friends and professors on the Instagram social network, and this communication has affected the social and mental norms of students. In addition, this social network has made entrepreneurship students think about independent business.ConclusionInstagram has been found to play a significant role in fostering entrepreneurial intention. The social network has strengthened students' confidence to start a business idea. By extension, these findings emphasize the importance of educating students about entrepreneurship and its benefits, including their ability to create employment opportunities. However, it's important to note that future research may reveal additional factors that impact the relationship between Instagram

From Ordinary to Microcelebrity: typology of Iranian Instagram microcelebrities

Samaneh Koohestani; Fardin Alikhah; Nader Ofoghi; Hoda Hallajzadeh

Volume 9, Issue 33 , May 2023, , Pages 174-123

https://doi.org/10.22054/nms.2023.71996.1518

Abstract

New media capabilities like Instagram allow people to get involved in the creation of their persona. However, not everyone has the same conditions to become a microcelebrity, it is ... Read More New media capabilities like Instagram allow people to get involved in the creation of their persona. However, not everyone has the same conditions to become a microcelebrity, it is thus important to identify the mechanisms of microcelebrities in order to understand how they gain fame. The impacts of microcelebrities are not restricted to Instagram and they also affect social relationships in real space. The aim of this study is to present a typology of Iranian microcelebrities on Instagram, as well as analyze their mechanisms and represented themes in different genres like lifestyle, food, motivation, education, and beauty. This study focused on 236 Instagram posts from 50 microcelebrities and the research method was netnography with purposeful sampling. Based on the results, 23 types of microcelebrities in the popular genres were recognized. Also, 23 subthemes, 9 main themes, and 1 core theme were extracted. Life on screen, Instagram as a shop vitrine, Interweaving of emotional bonds and profit, unplanned activism, food as display, the shortcut to success, Individualism, fast-foodization of training, Instagrammable beauty, and McDonaldization of fame were themes extracted from the fivefold genres. Fame on Iranian Instagram is available for users as instant food and they try to become microcelebrities by adopting similar and fast-yielding mechanisms.Keywords: Microcelebrity, Typology, McDonaldization, Instagram, Fame. IntroductionNew media specifically Instagram have capabilities that allow people to become famous. Nowadays, Instagram users desire to be well-known in their favorite fields. Regardless of class, ethnicity, and gender, people can engage in autonomous activity in cyberspace without considering social norms and the requirements of fame, a process that is called “democratic fame” which facilitates the increased accessibility of ordinary people to the “ladder of fame” (Driessens, 2012: 646). However, not everyone has equal conditions to become famous, it is important to identify the mechanisms of microcelebrities in order to understand how they gain fame. Celebrity scholars consider the technological platform and the democratic space of social media as necessary but insufficient conditions for being a microcelebrity (Driessens 2012; Senft 2013, 2008; Marwick and Boyd 2013, 2011; Abidin 2018).They believe that a set of individual and structural conditions in creating microcelebrities and their durability is involved. Regarding these explanations, Iranian Instagram-based microcelebrities practice in diverse genres such as lifestyle, fashion and beauty, food, education, health, travel, and so on. They create their own audiences, use particular mechanisms, generate and share content on their Instagram accounts, and influence their followers. Nevertheless, the impacts of microcelebrities are not restricted to Instagram, they also affect social relationships, lifestyle, body culture, education, and other aspects of everyday life in the real space of society.PurposeThe aim of this study is to present a typology of Iranian microcelebrities on Instagram, as well as scrutinize their mechanisms and represented themes in five genres including lifestyle, food, motivation, education, and beauty, and examine the consequences of their virtual practices which has not been addressed in previous researches.MethodologyThis study focused on 236 Instagram posts and stories from 50 microcelebrities in five various genres including lifestyle, food, motivation, education, and beauty. The research method was netnography. In addition, the observational approach was adopted as the main strategy in this research. Samples were chosen by purposeful sampling with these criteria; continuous activity on Instagram for more than 3 years, having a business account with public status, and producing content related to their genre. The unit of analysis was microcelebrities’ accounts contents (both posts and stories). And, the thematic analysis was used to analyze the data.ResultRegarding the findings, 23 types of microcelebrities were recognized in popular genres and also 23 subthemes, 9 main themes, and 1 core theme were extracted from the fivefold genres. Life on screen, Instagram as a shop vitrine, Interweaving of emotional bonds and profit, unplanned activism, food as display, the shortcut to success, individualism, fast-foodization of training, Instagrammable beauty, and McDonaldization of fame were represented themes among lifestyle bloggers.Instagram as a shop vitrine was a main theme among lifestyle bloggers. The displaying of material assets, entertainment and happiness, and consuming luxurious goods and products, were integral parts of the lifestyle bloggers' accounts that promoted "conspicuous consumption". Also, life on screen was another central theme among lifestyle bloggers. They recorded everyday affairs, considered Instagram as a diary and improved their reputation by dramatizing their daily life. Interweaving emotional bonds and profit as another theme explain the fact that bloggers use their digitalized personas to access social and economic capital. Unplanned activism was a prevalent theme among female bloggers, they bypassed official norms such as hijab by adopting different "tactics".Food as a display was the key theme among food bloggers. By treating the follower as a customer and creating a media persona, they attempted to gain fame and income, and for realizing this goal, they attracted followers with various tricks and strategies. Themes including the shortcut to success and individualism were represented by motivational bloggers. They promoted neoliberal ideology in society by accentuating personal abilities regardless of the structural contexts with their one-dimensional attitude. Fast-foodization of education was extracted from educational bloggers. They provided simple and fast-yielding content for their followers by combining education, entertainment, and profit. They also cultivated the commoditization of education. And, Instagrammable beauty was a significant theme among beauty bloggers. They displayed the ideal body and reproduced standard body features. Last but not least, the core theme was the McDonaldization of fame. According to observations, bloggers mostly attracted attention and obtained symbolic capital by performing micro-celebrification mechanisms including exhibitive intimacy, authenticity, selective disclosure, self-branding, and life-streaming.DiscussionAccording to Gorge Ritzer’s McDonaldization theory and its components; efficiency, calculability, predictability, and control (Ritzer, 2002), microcelebrities are prosumers. They consume content on social media and simultaneously they generate content independently by removing media intermediaries which signify their efficiency. They also have a calculability characteristic with respect to their account visit reports. In other words, more followers bring them firm online status, validity, and further profit. In regard to predictability, the fame industry offers specific and similar practices that users should perform to become a microcelebrity. So, it is easy to replace one microcelebrity with another, since most of them look alike. For exerting the control feature, microcelebrities monitor and control the way content is posted on their Instagram accounts to promote their fame by increasing and maintaining their number of followers.ConclusionDespite the different activities of microcelebrities, they often practice similarly to each other and the dominance of quantity over quality of fame is seen in their representations. The results demonstrate that fame is available to users on Instagram like fast food. In other words, McDonaldized fame allows early access to fame regardless of gender, class, and other factors. Eventually, People try to become famous and turn themselves into microcelebrities by adopting similar and fast-yielding mechanisms.

The role of social network (Instagram) in the formation of citizenship identity(Case study of citizens, Isfahan city

Najmeh Karimian Talekhoncheh; Nafiseh Sadr Arahami; Akram Hamidian; Farahnaz Mostafavi Kohnegi

Volume 9, Issue 33 , May 2023, , Pages 492-455

https://doi.org/10.22054/nms.2022.67251.1382

Abstract

AbstractToday, the concept of citizenship as one of the concepts of the modern world guides sustainable human interactions. Citizenship represents the relationship between the individual ... Read More AbstractToday, the concept of citizenship as one of the concepts of the modern world guides sustainable human interactions. Citizenship represents the relationship between the individual and society in the form of rights and responsibilities. On the one hand, solving urban problems, urbanization crises and improving the behavior of citizens, the existence of a suitable culture of citizenship and urbanization, such as urban responsibility; Lawfulness of citizens, and normality are among the patterns of urbanization and these categories are among the necessities of urban life. So all the components of urban life, considering the role of culture in the social relations of the city, urban facilities, transportation system, the body of the city, and urban users, should try to create the necessary balance. The basic point in explaining the studies related to citizenship is that citizenship cannot be considered only from the perspective of law, or only from the perspective of the relationship between citizenship and the government, investigating the issue of identity, with the advancement of technology, it has found different ways to manifest itself. Currently, various services and applications allow their users to share their daily life and identity in different ways with their mobile phones. Since identity is a variable thing that changes during the social experience and with the formation of new communication methods, new social networks can build people's identities by providing new possibilities. But it seems that Instagram, as one of the largest virtual communities of Iranians, is an important identity-building tool that has led to the creation of an interactive space between users and has influenced their citizenship and national identity as a dynamic phenomenon. According to the statistics of the National Management Center for the Development of Modern Social Networks, more than half of the Iranian people have access to social networks, including Instagram. This capacity of communication and information created regarding modern social networks including Instagram has brought effects and consequences in the identity of Iranian citizens, including Isfahan city, and the basis of the form of the question at the beginning of the present research is: What role does the Instagram social network play? Do they play a role in the citizenship identity of the citizens of Isfahan City?ContextThe present research was done to determine the effect of using the Instagram social network on the citizenship identity of Isfahani citizens. This study was conducted among all citizens of Isfahan province and the impact of using social networks on citizenship identity was measured.GoalThe purpose of this study is to determine the effect of using the Instagram social network on the citizenship identity of Isfahani citizens.MethodThis research is practical in terms of purpose, descriptive in nature, correlational in terms of the relationship between research variables, and cross-sectional in terms of time. The statistical population of the present study includes all the citizens of Isfahan who are Instagram users in 2019. The sample size was 384 people according to the use of Cochran's unlimited formula. The sampling method in this research was available sampling. In order to collect data, the citizen identity questionnaire of Sadr Arahami et al. was used and the content validity of the questionnaires was confirmed by the supervisor and several subject experts, and the face validity of the questionnaire was confirmed by several members of the statistical community. The reliability of the questionnaires was calculated using Cronbach's alpha for the Instagram social network usage questionnaire (α = 0.799) and for the citizenship identity questionnaire (α = 0.847). In order to investigate research hypotheses, descriptive and inferential statistics including Pearson's correlation coefficient, structural equations with SPSS software were used.FindingsIn the present research, Meh was conducted to investigate the impact of the social network (Instagram) on the citizenship identity of the citizens of Isfahan City. The results of the research showed that there is a significant relationship between the use of the Instagram social network on the enjoyment of the citizenship rights of Isfahani citizens and also the use of the Instagram social network has an effect on the self-identity of Isfahani citizens. There is a significant relationship between the use of the Instagram social network and the citizenship awareness of Isfahani citizens, and the use of the Instagram social network has an effect on the priority of collective interests over individual citizens of Isfahani. There is a relationship between the use of the Instagram social network and the civic commitment to the country and the citizens of Isfahan.ResultsThe results of the research showed that there is a significant relationship between the use of the social network Instagram and the enjoyment of citizenship rights, and the use of the social network Instagram has a significant positive effect on our identity. The use of the social network Instagram on civil commitment with a level of confidence of 95% has a positive effect; therefore, there is a significant relationship between the use of the Instagram social network and citizenship identity with a confidence level of 95%

Qualitative interpretation of the meaning of mobile phone in the life of female students of University of Isfahan

Reza Hemmati; Ehsan Aqababaee; Faegheh Esmaeeli

Volume 8, Issue 31 , October 2022, , Pages 209-173

https://doi.org/10.22054/nms.2022.57174.1097

Abstract

Communication technologies have become an integral part of life today. Among these, mobile phones have had a significant impact on the personal and social lives of young people, especially ... Read More

Social networks and their collective functions: Case study Instagram

Jamal Mohammadi; parniya razipor

Volume 8, Issue 29 , April 2022, , Pages 108-75

https://doi.org/10.22054/nms.2022.66356.1357

Abstract

The social network Instagram with too many audiences in Iran is followed by different strata of users. Different pages with diverse functions in this network show that users follow ... Read More

Gender Analysis Republishing Violence on Celebrities' Instagram Pages

Talat Sadat Kamali; Afsaneh Tavassoli

Volume 8, Issue 29 , April 2022, , Pages 435-395

https://doi.org/10.22054/nms.2022.62157.1244

Abstract

This article to the analysis performance of celebrities in the face of violence against women in the published content of their pages. Instagram is a central image social network that ... Read More

Presenting a pattern for promoting social health through social networks (Case study: Instagram social network)

mahsa zamani; Younes Nourbakhsh; Houshang Nayebi

Volume 7, Issue 28 , February 2022, , Pages 42-1

https://doi.org/10.22054/nms.2022.63698.1277

Abstract

The increasing use of social networks is affecting various dimensions of users' health. The purpose of this study is to provide a pattern for promoting social health through the social ... Read More

Social Media and domestic violence against women; Hashtag analysis and reaction of Instagram users to the murder of Romina Ashrafi

Amir Hossein Alemi; seyed nooredin razavizadeh

Volume 7, Issue 28 , February 2022, , Pages 78-43

https://doi.org/10.22054/nms.2022.62839.1261

Abstract

Social Media sites are now the main sphere for expressing emotions as well as being affected by news and social issues. Therefore, understanding the nature of this sphere is the root ... Read More

The Life and Times of the Iranian women Ideological approach to the Women’s Representation on the Instagram

Azam Ravadrad; Mitra Shamsi

Volume 7, Issue 26 , November 2021, , Pages 170-131

https://doi.org/10.22054/nms.2021.35786.593

Abstract

This study examines the visual messages Iranian women shares on Instagram in order to perceive how they are represented on the social network. The research applies John Berger’s ... Read More

Analysis of celebrity function in the transition from ideological semiotics to cultural semiotics Case study: Instagram live of Hassan Aghamiri and Ahlam

Mohammad Javad Badinfekr; hossein sarfaraz; morteza samiee

Volume 6, Issue 24 , January 2021, , Pages 62-37

https://doi.org/10.22054/nms.2021.33738.991

Abstract

A review of Persian translation and authorship works on the culture of fame, we find the predominance of critical views; From a semiotic point of view, Roland Barthes's critical stance ... Read More

Identifying Dominant Network Culture in Instagram

Amir hossein Shemshadi; Afsaneh Mozaffari; mohamad soltanifar; Ali Akbar Farhangi

Volume 6, Issue 24 , January 2021, , Pages 344-311

https://doi.org/10.22054/nms.2021.55260.1045

Abstract

With the advent of the information age and networked society and the advent of web-based social media and the success of these networks in attracting users, these networks have been ... Read More

Representation of women’s everyday family life on Instagram

Mohammad saeeid zokaei; mohammad taghi karami; Shima FarzadManesh

Volume 6, Issue 23 , October 2020, , Pages 1-52

https://doi.org/10.22054/nms.2021.51251.944

Abstract

Many scholars believe that social media has changed the everyday communication and social structures especially for margin groups like women. This study aims to find how Instagram influences ... Read More

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Volume 6 (2020)

Volume 5 (2019)

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Volume 3 (2017)

Volume 2 (2016)

Volume 1 (2015)

Keywords = Instagram

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