Mani Arman

background : due to the increasing growth of social media and social networks worldwide , brands have focused more on advertising and marketing in social media to achieve consumers . in order to increase the effectiveness of marketing activities in social media , awareness of users involvement in social media is necessary . so , brands can identify and prioritize the factors affecting the involvement of users in social media . purpose : the purpose of this research is segmentation of customers based on the concept of involvement in social media and offering appropriate practical suggestions . result : among social network users instagram , watts , telegram and soroush were identified in all three sections . these three parts with high involvement , low involvement and high - involvement teenagers were identified . finally practical suggestions tailored to each of the identified sections were presented .