Presenting a persuasive model of advertising on social media with a practical approach in the tourism industry

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 research consists of all cyberspace policy experts and experts, who were identified as 12 people. The steps were as follows: first, an interview was conducted in the form of a questionnaire from 12 experts, then the text of the interviews was coded openly, axially and selectively by content analysis method by maxqda software. Finally, 58 indicators were selected. 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 analyzing the exploratory factor by SPSS software, they were divided into 11 categories that the elements and items of the questionnaire are well correlated with each other, and finally all 58 indicators for this stage were approved. Which was tested using confirmatory factor analysis and path analysis. In order to refine and reliable the data, exploratory factor analysis of SPSS software and kmo test were used to ensure the adequacy of the sample size of the questionnaire and Bartlett sphericity test was used to test the correlation between variables. The structural model in the form of confirmatory factor analysis, path analysis, LISREL software has been used.