The purpose of the study was to examine the effect of Instagram social network advertising on PI of students of universities of Guilan. The study method was descriptive-survey. Cochran formula for unlimited population was used to determine the sample size with 384 people selected as the sample using non-random convenience sampling. The level of analysis was individual in the study. In the descriptive statistics, spss was used with Smart PLS software used for data analysis given the non-normal distribution of the data. The results showed that the order of importance for users was first creativity in advertising, then the content of the information and, finally, the attractiveness of advertisement, which were key factors in the effectiveness of the advertisement in generating the positive response of users and the second one was the intention to express the feeling “positive response of the user” with a positive relationship with PI.
