Majid Esmaeilpour

Background: Today, businesses have realized the importance of digital marketing and the replacement of new marketing methods, and have turned to using social networks to develop their business and develop the sales process. This research has been done on the effectiveness of video marketing in the context of one of the digital marketing tools called Instagram, which in the field of fashion and clothing has investigated the effect of promotional video post on the consumer's purchase intention. Today, clothing brands have realized that in order to increase profits and develop sales, they need advertisements through virtual networks or so-called activities in the field of digital marketing, and by creating video advertisements and producing appropriate content that motivates the customer and engages the audience. raise and provide sufficient and appropriate information about the product to the consumer, they can benefit from the Instagram platform as a suitable advertising environment and influence the consumer's reaction and influence the consumer's purchase intention. Aim: This research was conducted with the aim of investigating the effectiveness of the level of motivation, the level of interaction, and the level of information presentation of the influencer's promotional video post on the consumers' attitude and the effect it has on the consumer's purchase intention on Instagram. Methodology: Based on the objective criterion, the research is placed in the applied research group, and based on the time of data collection in the survey research group, based on the nature of the data and the basis of the research, it is a quantitative research. The main tool for collecting information in this research is the questionnaire, the statistical population of this research includes the followers of fashion and clothing pages from which the advertisements of influential people have been spread, and who have at least 400 thousand followers and have the necessary conditions for