Evaluation of The Factors Influencing Popularity of The Brand's Fan Pages in Social Networks

Considering high potential of social networks and consequently the growing need of commercial brands for optimized advertising on this virtual environment, while this paper introduces a conceptual model in the form of 11 research hypotheses, it attempts to evaluate the factors affecting the popularity of brands in social networks. This research is applied in terms of purpose, and also descriptive-scrolling in terms of collecting data. In order to collect data, 380 questionnaires were distributed among the users of the fan page of three famous Iranian brands on Instagram. After collecting the questionnaires, SPSS and Amos Graphics software were applied. The first one for analyzing data and the latter for hypothesis tests. The findings suggest that factors such as "entertainment as well as interactive posts", "use of hashtags", "positive comments of users", "use of vivid images and videos", "putting educational materials on brand posts" and finally "Conducting competitions in form of posts " on Instagram could have a positive effects on the popularity of brand posts. In contrast, factors like "negative comments of users" are ineffective on the popularity of brand posts.