Identification of effective factors on the acceptance of mouth-to-mouth advertising on Instagram

Today, people are more confident in their decision-making about purchasing goods or using the service to get information from mouth-links. On the other hand, due to the expansion of cyberspace among the people and the increasing use of it among the community, these ads are spreading more in cyberspace and social networks. However, all of these advertisements are not the type of ads that are accepted by the audience. Therefore, the purpose of the present study is to identify the factors influencing the acceptance of mouth-to-mouth advertising in the Instagram social network. The present research is an applied research in terms of purpose. Also,  and exploratory in terms of the method of execution, since it identifies the relationship between different variables. In this research, for constructing a model, quality-oriented content analysis method is used, which is a qualitative method. In this method, the proposed model has 7 dimensions and 38 indexes. The dimensions of the research model are: the quality of electronic mouth-to-mouth advertisement, the validity of electronic mouth-to-mouth advertising, apparent features, situational factors, the individual characteristics of the
recipients of electronic mouth-to-mouth ads, the amount of promotional message and social factors