Investigating the Security and Social Impact of showing Images of Women in Instagram Advertisements of Clothing Stores on the society (Case Study: People of Semnan Province)

In today's Iranian society, social networks have become the most popular media of the people. Meanwhile, the social network Instagram due to its capabilities (such as sharing images and videos) has attracted the attention of many segments of society, including small and large businesses. This study was conducted to identify the security and social impact of using women's advertising images on the Instagram pages of women's clothing stores on the people of Semnan province. Since women constitute a large part of the audience of women's clothing store pages, they were selected as the statistical population and according to the choice of structural equation modeling technique for data analysis, the formula of this technique to determine the sample size (n = 400) The data collection tool was a researcher-made questionnaire of 79 questions that was distributed among women aged 18-59 in four cities of Semnan, Damghan, Shahroud and Garmsar. The collected data were analyzed using SPSS and SMART PLS 2 software. The face validity of the questionnaire was confirmed by two experts and the content validity was confirmed using two methods of convergent and divergent validity. The results of the study showed that the use of women's advertising images has a significant effect on women's body management (T-value 5.755) and women's sense of social security (T-Value: 2.138) and on people's attitudes. It has no significant effect on fashion and consumerism (T-Value: 1.076), political passivity (T-Value 1.643) and religiosity (T-Value 1.722).