رابطه میان نحوۀ استفاده از اینستاگرام به منظور توسعۀ برند شخصی ضمن کنترل متغیر مهارت‌های ارتباطی: راهی به سوی ارتباطات معنادار

The present study was designed and implemented with the aim of studying the relationship between the way of using Instagram to develop a personal brand with the 5 dimensions of brand personality while controlling the variable of communication skills of young users in Tehran. The research is applied in terms of its purpose, which is of a quantitative type and was carried out by a descriptive method, with a survey technique and with a questionnaire measurement tool. The statistical population of the research includes all citizens aged 20 to 45 living in Tehran in 1403. By referring to Morgan's table, the sample size was 384 people. Research questionnaires were implemented in google form format. In order to measure the amount and type of use of Instagram, Alipour and Tajik Ismaili's questionnaire (2019) was used, and Queendam's questionnaire (2004) was used to measure the communication skills of Instagram users in Tehran. The results showed that there is a positive and meaningful relationship between the way of using Instagram to develop the excitement dimension of the personal brand, with the perfection dimension (of the 5 dimensions of the brand personality) and the overall state of the personal brand while "controlling communication skills....