Arash Khalili Nasr - Sharif University of Technology
Ali Ghaemmaghami - Sharif University of Technology

The increasing importance of advertisement on social networks as well as the relatively low ad return on advertising pages was the main reason for conducting a study on the factors motivating Iranian users to share promotional teasers on Instagram. The participants answered some questions about the effect of some factors, including familiarity with the brand and field of activity, brand trust, user account’s access status (private or public), the number of followers, the level of intimacy with followers, and the content attraction, on the sharing motivation. The main objective of this study was to investigate the effect of financial incentives such as low, definite, cash, and high sums and lottery on the moderating effect of the intensity of variables as well as the direct effect of financial incentives. The results perfectly demonstrated the positive effect of content attraction on sharing motivation. The results also indicated that brand familiarity often played a positive role in the process of sharing. On the other hand, the intimacy between people onsocial networks prevents them from sharing advertising content. Generally, lotteries can also motivate users to share promotional teasers, increases the positive effect of content attraction, and decreases the negative effect of intimacy

Instagram, Advertising, Social Networks, Promotion, Viral Ads, Viral Video, Brand