Instagram social media valuation with conditional valuation approach (Case study of users in Tehran)

In today's world, policymakers are trying to consider the preferences and desires of society as a pillar in the decision-making and implementation of economic policies; Policy-making in the field of social media is no exception to this, so understanding the behavior of consumers and users of social media, makes the possibility of policies more successful. In this study, using the one and one half bound dichotomous choice model, non-market value and the Willingness to accept users not to use Instagram have been estimated. The proposed amounts in the questionnaire are designed by the Cooper method. The total sample size is determined by Michel and Carson formula to 781 users. The corresponding function was estimated by the maximum likelihood method. The results show that the minimum desire to receive users for not using Instagram for a month is 379578 Tomans, the equivalent of 989 billion Tomans, approximately the monthly welfare surplus. The variables of household income, education, family budgets for access to the Internet and time of using Instagram have a positive and significant effect, and age, head of household, sex, marital has a negative and significant effect on the Willingness to accept users for non-use Instagram. The results showed that among the users, the highest desire to receive is related to the group of employees and then respectively, related to, students, , homemakers, freelancers, unemployed and retirees,.