the effective features of creating place brand in Instagram: data mining approach

This study aimed to investigate the features affecting place branding in the social network (Instagram) using data mining technique. In this research, three domestic tourism destinations and four foreign (international and Middle east) tourism destinations were examined and over a period of one year 912 Instagram posts were reviewed on the target pages. Analyzing and data mining were done by IBM SPSS Modeler software. And, two method of Association rule mining were used for finding rules and significant features of data base. And this analysis shows that factors such as type, content, month and day of posting, tag and hashtag and caption on Instagram have an impact on audience engagement and personal brand awareness. Using the results of this study, numerous organizations, responsible for branding a tourism destination, can learn the factors that influence place branding in social networks and make their audience more aware of that tourism place.