Strategic model of Instagram users' content production factors in social crises

The current research was conducted with a quantitative method in a mixed research, its goal is the appropriateness of the strategic model of content production factors by users on Instagram in social crises with an emphasis on Covid-19. Quantitative approach is did by survey method. The statistical population of this study includes Iranian users of the Instagram social network, 384 of whom were randomly selected as a sample based on Cochran's formula. The data collection tool is a questionnaire obtained from qualitative research findings (foundation data) in a mixed method. The analysis was carried out in the quantitative section using SPSS and AMOS software. In the confirmatory factor analysis, the paths and relationships between the model constructs were determined in the structural model, and the research model was confirmed as a model. The results showed that in the approved model, the causal factors include information and collective awareness, the need for training and a codified integrated model, etc. Intervening factors include the use of business networks due to people's lack of awareness, insufficient information of people, surprising people in a crisis. Strategies include the need for public education in times of crisis, crisis management, creating virtual information bases under the supervision of the government and the Ministry of Health, etc. Background factors include: lack of knowledge about the pandemic, the recentness of the pandemic in the last fifty years, etc. The consequences include: people's awareness of pandemic conditions through virtual networks, creation of authentic scientific and educational pages, etc. Among the three strategies of passive, reactive and active, according to the approved model, the researcher states the active media strategy, which means controlling and controlling the crisis through people's awareness, creating public participation and realizing solidarity in the society as a solution to crises.