Analyzing the factors affecting the popularity of campaigns in social media

The current research was conducted with the aim of analyzing the factors affecting the general success of campaigns in social media. The research method is a combination of quantitative and qualitative approaches, and the statistical population of the qualitative part is formed by media experts with more than 10 years of experience in social networks and advertising. In the quantitative part, the statistical community includes Telegram and Instagram social media users who are members of virtual campaigns. In the qualitative part, the findings of the research show that from the point of view of the interviewees, the exponential increase of members, the possibility of easy sending to friends, the ability simultaneous membership in several campaigns, easy and quick cancellation of membership, getting to know other campaign members and identifying their goals and motives, the possibility of membership with a false identity, making settings to receive or not receive messages from the campaign, the possibility The participation of Iranians from all over the world in the campaign and the possibility of real-time statistics of users by campaign managers are considered as the most important strengths of cyberspace campaigns. In the quantitative part, the findings show that there is a direct and meaningful relationship between the components of social communication, economic benefits, interaction and user satisfaction from social network campaigns. On the other hand, based on the findings of the research, the observance of values and norms do not have a significant effect on the popularity of the mentioned campaigns.