the components of effective advertising message of candidates in presidential elections: a case study of instagram

Objective: instagram social network has a high capacity in the field of interaction, dynamic and continuous between audience and content producers. therefore, the purpose of the current research is to identify and provide indicators related to the production of content or effective instagram advertising messages of candidates during the presidential elections.methods: the research method was a qualitative approach and data analysis was done through in-depth interviews (semi-structured open questions), coding (open, selective and axial). the sampling method is theoretical (snowball). after conducting an in-depth interview with 12 knowledgeable and expert professors and experts in the field of research; qualitative content analysis of collected data, in three stages of coding, finally leading to extraction; 45 core codes, 4 main categories and 182 subcategories.results: the results showed: 4 basic indicators emphasized by experts as fundamental factors related to the characteristics of effective instagram advertising messages of candidates in the presidential elections; it consists of: 1- persuasive and effective content of the message, 2- having a competitive advantage of the candidate, 3- complying with the musts of election campaigns, 4- avoiding the musts of election campaigns.conclusions: consequently, the respondents in this research considered the instagram space according to the type of user and its nature in terms of the content of the messages; they emphasized on being short, visual and clear as the most important feature of an effective advertising message for candidates.