عنوان مقاله [English]
The media play an important role in updating advertising. It is the media that delivers our advertising message directly and indirectly to the audience. This research is designed to design a strategy to persuade advertisements on social media (Instagram). This research is applied in terms of applied research, in terms of research method is exploratory-descriptive research, in terms of time horizon is cross-sectional, and in terms of data collection method includes a combination of qualitative and quantitative methods. The statistical population of this study consists of all experts and cyberspace policy experts who were identified as 12 people. The steps were as follows: first, an interview was conducted in the form of a questionnaire of 12 experts, then the text of the interviews was coded by content analysis method by maxqda software and finally coded and selected, which finally 58 indicators were selected and in the stage Regarding the quantitative analysis of the data obtained from the closed questionnaire, the sample size was determined based on the study population and using Cochran's formula about 196 people. Then, by exploratory factor analysis by SPSS software, they were divided into 11 categories that the elements and items of the questionnaire are well correlated with each other. Finally, all 58 indicators were approved for this stage, which was tested using confirmatory factor analysis and path analysis. In order to refine and reliability of the data, exploratory factor analysis of SPSS software and kmo test were used to ensure the adequacy of the sample size of the questionnaire. Bartlett sphericity test was used to test the correlation between variables. LISREL software is used. Finally, in the last part of the persuasion strategy, you will see the social media advertisements approved by the research method.