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FUM , mnowkarizi@um.ac.ir
Abstract:   (303 Views)
Purpose: The aim was to investigate the factors of the success of content creation on Instagram based on content characteristics, creator and effectiveness indicators.
Methods: It was a qualitative research design. The users' comments on content, the successful experiments examination, expert views and lived experience of content creators were gathered using thematic analysis.
Results: The results showed that, based on the users' views, the success factors of content acceptance included quality, informativeness, credibility, adding value, expertise, being motivational, entertaining, unique, relevant, realistic, up to date, innovative, applicable, sharable, and personalized. Content effectiveness indicators involved the number of followers, user feedbacks in posts, stories, including the mean likes rate, comments, post saving, sharing, user engagement rate, view rate, and posting contents as private messages. The features of the successful content creator were a commitment, creativity, credibility, expertise, distinct identity, creativity, and avoidance of copying, being vulnerable, patience, having intelligent behaviors, a strong sense of cooperation and communication, familiarity with analytical tools and platform, and accepting changes and updating.
Conclusion: It seems several components affect in the success of content creation on the Instagram as a context of providing and sharing information, some of which are related to the created content and others are made sense in relation to the user. On the other hand, the characteristics of content producers are also of the components which can affect the success of the generated content and its quality. Content effectiveness indicators are also of the other factors that can be considered in evaluating the success of content creation.
 
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Type of Study: qualitative | Subject: Child and Adolescent Studies
Received: 2018/05/20 | Accepted: 2019/07/1 | ePublished ahead of print: 2019/07/1

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