A Framework for Identification The Effective Factors In Accepting The Accepting The Electronic Word Of Mouth Advertising In Instagram

Nowadays, people rely mostly on the information gathered through word of mouth regarding the purchase of products of using services. On the other hand, due to the expansion of social networks among people and its daily usage in society, these advertisements are mostly published in social networks. However, not all these advertisements are accepted by the audiences. Therefore, the aim of this study is to identify the effective factors in accepting the electronic word of mouth advertising. In order to do this, oriented-based qualitative content was used to provide the study conceptual model. The proposed model consists of seven dimensions and 38 indexes. Dimensions of the study consist of: quality of word of mouth advertisement, validity of word of mouth advertisement, apparent features, situational factors, personal features of receiver of electronic word of mouth advertisement, quantity of advertising message and social factor