عنوان مقاله [English]
In this article, aiming at examining the components of the success in creating and sharing of content on Instagram educational pages or content, successful experiments to attract users were investigated through the use of two theories, the diffusion of innovations and user engagement. It was a qualitative research carried out by thematic analysis. 30 educational pages or content were used as a targeted sample based on a competitive benchmarking approach and used the triangulation method to assess the validity and reliability. The findings indicated that based on the theory of the diffusion of innovations and user engagement, there were several components that optimized the information search and findability based on the information on the page, social tagging behavior, attention to image characteristics, networking, and the recommendation seeking technique. The findings also indicated that successful experiments applied some specific features and components in three dimensions of context, content, and user which could be a good pattern for content creators on the network.
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