Until now, no study has proposed strategies for social media advertising, scrutinizing the differential interaction of user involvement, different kinds of user involvement, product category involvement, and advertising appeals considering the unique characteristics of social media users in the Middle East. The present study addresses this issue by introducing two detailed advertising effectiveness grids in 20 situations for social media advertising in the Middle East context (Iran) and revised the previous grids and findings proposed for Western and Eastern countries in the area of traditional media advertising effectiveness. In all, 552 students of the University of Tehran, who are social media users were randomly selected, and questionnaires were distributed via an online platform. In order to explore the hypotheses, a mixed 2 × 2 × 2 factorial design was employed, followed by assessment of the validity and reliability of the measures. Surprisingly, some findings were contrary to traditional findings and grids both in the West and in the East and suggest different and new strategies; however, some were in line with traditional studies.

中文翻译：

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用户参与度，用户参与度类型，产品类别参与度和广告吸引力在社交媒体广告有效性中的作用：中东背景（伊朗）

迄今为止，还没有研究提出针对社交媒体广告的策略，要考虑中东社交媒体用户的独特特征，仔细研究用户参与，不同类型的用户参与，产品类别参与和广告吸引力之间的差异性相互作用。本研究通过在中东地区（伊朗）针对20种情况下的社交媒体广告引入两个详细的广告效果网格来解决此问题，并修订了以前在传统媒体广告效果方面为西方和东方国家建议的网格和调查结果。总共随机抽取了德黑兰大学的552名社交媒体用户，并通过在线平台分发了调查表。为了探索假设，采用混合2×2×2析因设计，然后评估这些措施的有效性和可靠性。令人惊讶的是，西方和东方的某些发现都与传统发现和网格背道而驰，并提出了不同的新战略。但是，有些符合传统研究。