The Factors Affecting the Success of Cyberspace Campaigns

Sharif, Alireza; Darzian Rostami, Hasan; Shahmansouri, Bita

doi:10.22034/lrsi.2025.475821.1237

The Factors Affecting the Success of Cyberspace Campaigns

Document Type : Original Article

Authors

Alireza Sharif ¹

Hasan Darzian Rostami ²

Bita Shahmansouri ³

¹ Ph.D. Candidate, Department of Communications, Journalism and Media, Islamic Azad University Centeral Tehran Branch, Tehran, Iran. E-mail: sharif.alireza@gmail.com

² Corresponding author, Assistant Professor, Department of Communication Sciences, Faculty of Social Sciences, Communication and Media, Islamic Azad University, Central Tehran Branch, Tehran, Iran. E-mail: rostamiuk2@gmail.com

³ Assistant Professor, Department of Communication Sciences, Faculty of Social Sciences, Communication and Media, Islamic Azad University, Central Tehran Branch, Tehran, Iran. E-mail: bitashahmansouri@yahoo.com

10.22034/lrsi.2025.475821.1237

Abstract

Objective: The present study aims to examine the factors influencing the success of social media campaigns.
Methods: This research was designed with a mixed-methods approach (qualitative and quantitative). In the qualitative phase, the study population consisted of media experts with more than ten years of professional experience in social networks and advertising. In the quantitative phase, the population included users of social media platforms such as Telegram and Instagram who were members of virtual campaigns. For data analysis, grounded theory was applied in the qualitative part, while Partial Least Squares (PLS) was employed in the quantitative part.
Results: The qualitative findings revealed that, from the interviewees’ perspective, factors such as exponential growth of members, ease of sharing with friends, the possibility of simultaneous membership in multiple campaigns, quick and simple cancellation of membership, familiarity with other members and their motivations, the option to join with a non-real identity, customized message reception settings, participation of Iranians worldwide, and real-time user statistics available to campaign managers were considered the main strengths of virtual campaigns. The quantitative results further indicated a significant and direct relationship between social communication, economic benefits, interaction, and users’ engagement with social media campaigns.
Conclusions: Overall, the findings suggest that social, economic, and interactive factors play a decisive role in the success of social media campaigns, whereas adherence to values and norms does not have a significant effect on users’ engagement with these campaigns.

Keywords

Cyberspace Campaigns

Social Media

User

Social Communication

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