Factors Affecting Entrepreneurial Branding in Social Networks Using Data Mining Approach (Case Study: Instagram)

Entrepreneurial branding is a new field in branding that has recently attracted the attention of researchers. Therefore, considering the necessity of studying entrepreneurial branding and the importance of social networks in branding, this research was conducted to discover and investigate the factors affecting entrepreneurial branding in the Instagram social network. The strategy of the research was data mining. The research database contained 789 records out of which 470 and 319 records belonged to successful and unsuccessful commercial pages in the field of branding, respectively. The database was reviewed and analyzed based on the Crisp standard using neural network algorithms, decision trees, and a priori algorithms to extract the rules. Data analysis was done using IBM SPSS Modeler 14.2. In this research, 29 features were identified by the neural network as the features influencing entrepreneurial branding, and the ineffective features were excluded. Then, the 29 effective features were used to make modeling, derive the rules, and determine the most important factors for the success of entrepreneurial branding. The most important factors were found to include the number of followers, exclusive logo, image and video quality, payment gateway, website, simultaneous attention to face-to-face and online sales, and the small number of unrelated hashtags. The research also addressed some factors that would cause the failure of entrepreneurial branding.