Investigating the attitude of Instagram users regarding presidential election ads (study of citizens of Tehran)

Today, mass communication tools and media play an important role in the development of societies through the transfer of knowledge, new information, and exchange of ideas, and advertising is a necessity in social life, and without advertising, no economic or political progress is possible. Inevitably, as with other aspects of society, the nature and type of advertising has changed as a result of technology. Therefore, the importance of advertising and especially political-media advertising; The present research, considering the epidemic of Instagram social media, this research was conducted with the aim of "investigating the attitude of Instagram users towards presidential election ads". Survey research method and data collection tool is a questionnaire, which was used for data analysis from descriptive and inferential tables through spss software. The statistical population of this research includes the citizens of Tehran and the sampling and the number of respondents were selected randomly and through Cochran's formula. The investigations carried out in this research showed that gender, age, income of people have a significant relationship with their membership and use of Instagram social network. Older people, men and people with higher education believe more in the usefulness of presidential candidates' ads on Instagram. And in total, equivalent to 92 percent of the sample believe that the ads of presidential election candidates are useful and effective in the Instagram social network.