Marketing and Advertising, Word-of-Mouth Communication over Instagram

The aim of the present study was the relationship between marketing and advertising, particularly word-of-mouth communication through Instagram. The research method was descriptive-correlational. The statistical population of this study includes all managers of companies that use channels and cyberspace for advertising and marketing. A total of 92 people were selected by simple sampling method as the statistical sample of the present study. Data collection tools included a questionnaire. The results showed that the incompatibility rate of the comparisons made is estimated to be 0.034 and because the value obtained is less than 0.1. Among Level 3 mechanisms, recognizableproducts (with a value of 0.4755) have the highest priority and product quality (with a value of 0.105) have the lowest priority; among the criteria of Level 2, a discount (with a value of 543/5). 0) The highest priority and positive customer feedback (with a value of 0.081) has the lowest priority and among level 1, the design of products in accordancewith customer feedback (with a value of 0.587) is the highest priority and customer experience (With a value of 0.822, it has the lowest priority.