Background: Social networks attract many people’s attention to themselves due to having vast and various capabilities, including presenting up to date information, purchasing online, establishing social communications and entertaining environments. These networks have some instruments and capabilities providing a possibility to marketers and companies to advertise their products and brands. One of the latest instruments or capabilities of these social networks are hashtags. Hashtags provide users’ required information fast and without any costs by means of categorizing information; based on this capability they can be used as an influential instrument for marketers and companies to advertise their products and brands. Consumers are able to have different levels of involvement and reactions to these advertising through hashtags that marketers and companies should categorize these hashtags based on these features of consumers and should design their hashtags advertising according to the features of each category to make their advertising more effectual and targeted.
Aim: This investigation follows three main objectives. The first objective of the current study is to identify consumers’ different segments and features in social networks based on their involvement and reaction levels to advertising through hashtags. The second one is to explain the marketing and advertising by means of recognizing and perceiving consumers and segmentation them to make the company advertising more objective and influential. The third one is to recognize the prioritized domains for further research. Methodology: the sample size of the current study consists of Iranian and international social networks users. The data of this study were collected through consumers’ likes and comments in social networks and through the distribution of Persian and English questionnaire in two online and in-person ways to 545 users of social networks. Self-organizing maps approach which is one of the artifici