Thesis abstract:

With the increasing growth of social networks as part of people’s daily activities, these platforms have been widely considered by brands and companies for marketing purposes. However, previous research has shown that the use of social networks, despite its numerous benefits, can pose serious psychological and psychological threats to users. Social network burnout may also lead to negative attitudes towards products and services offered on these platforms. In order to investigate this gap, this study studied the effect of using social networks on users’ attitudes towards a new product, considering social comparison as a key factor in creating psychological problems. Data for this study were collected from 178 Iranian users of the social network Instagram using a questionnaire. The results showed that the use of social networks alone does not affect users’ attitudes, but in the presence of social comparison, the use of these platforms has a positive effect on users’ attitudes towards the introduction of a new product. Overall, the findings of this research show that these platforms can provide a suitable platform for introducing companies’ products and services.