Jalal Izadi Jorshari
Postdoctoral research fellow in entrepreneurship, department of entrepreneurship, Technofest Institute of Technology University (TITU). Erquelinnes, Belgium
Salar Basiri
PhD in entrepreneurship, department of entrepreneurship, Technofest Institute of Technology University (TITU). Erquelinnes, Belgium
Ahmad Rahmanzad Masouleh
PhD in entrepreneurship, department of entrepreneurship, Technofest Institute of Technology University (TITU). Erquelinnes, Belgium
Hossein Hajati Mobarhan Fumani
PhD in entrepreneurship, department of entrepreneurship, Technofest Institute of Technology University (TITU). Erquelinnes, Belgium
Mohammadali Bakhshizanjirani
PhD in entrepreneurship, department of entrepreneurship, Technofest Institute of Technology University (TITU). Erquelinnes, Belgium
Mirmohammad Seyednouri
PhD in entrepreneurship, department of entrepreneurship, Technofest Institute of Technology University (TITU). Erquelinnes, Belgium
Mercede Ostadsandiani
PhD in entrepreneurship, department of entrepreneurship, Technofest Institute of Technology University (TITU). Erquelinnes, Belgium
Ali Farzpourmachiani
Postdoctoral research fellow in entrepreneurship, department of entrepreneurship, Technofest Institute of Technology University (TITU). Erquelinnes, Belgium
Mahmoud Daneshfar
Postdoctoral research fellow in entrepreneurship, department of entrepreneurship, Technofest Institute of Technology University (TITU). Erquelinnes, Belgium
Amir Khodadadi Parashkouh
Postdoctoral research fellow in entrepreneurship, department of entrepreneurship, Technofest Institute of Technology University (TITU). Erquelinnes, Belgium
Mehrdad Fojlaley
Academician member of the European Academy of Sciences, Professor in entrepreneurship, department of entrepreneurship, Technofest Institute of Technology University (TITU). Erquelinnes, Belgium
Mehdi Farzpourmachiani
Academician member of the European Academy of Sciences, Assistant professor in entrepreneurship, department of entrepreneurship, Technofest Institute of Technology University (TITU). Erquelinnes, Belgium
Abstract
This research aims to investigate the impact of creativity and positive emotional advertising on user engagement in the virtual space. The sample population consists of Instagram users of the Oriflame brand (cosmetics and personal care). Data collected from 384 sample questionnaires were analyzed using SPSS24 and AMOS24 software through structural equation modeling. The analysis of the gathered information revealed that perceived creativity has a positive and significant impact on the positive emotions of Instagram users. Perceived creativity also has a positive and significant effect on the emotional commitment of Instagram users. Moreover, perceived creativity influences the mutual interaction of Instagram users positively and significantly. Positive emotions have a positive and significant impact on the emotional commitment of Instagram users, and they also influence the mutual interaction of Instagram users positively and significantly. Emotional commitment has a positive and significant effect on the mutual interaction of Instagram users.