The research team, led by Neda Naqdi Babaee and Saeedeh Shamsaee of Mazandaran University of Science and Technology together with Mohammad Ali Shams of Babol University of Medical Sciences, adopted a qualitative design centered on the perspectives of the audience itself. Rather than analyzing advertisements from a purely rhetorical distance, the researchers asked the people who actually watch these clips what makes them work. Forty Iranian English teachers were purposively selected for semi-structured interviews, a sampling strategy that ensured participants had direct professional familiarity with both language teaching and the social media ecosystem in which teacherpreneurs operate. Each participant viewed and discussed ten highly viewed Instagram clips produced by prominent entrepreneurial teachers, providing a shared reference point that grounded the conversations in concrete, comparable material.

The technical backbone of the analysis was MAXQDA, version 2022, a widely used software package for qualitative data analysis. Interview transcripts were systematically coded, allowing the researchers to identify recurring patterns across forty distinct sets of perceptions and to move from individual impressions toward robust thematic categories. This kind of computer-assisted thematic coding is increasingly standard in applied linguistics and educational research because it imposes discipline on what can otherwise be a subjective interpretive process. By tagging segments of speech and clustering them into themes, the team could trace how often particular persuasive features were mentioned, in what contexts, and with what evaluative weight, producing a structured map of audience judgment rather than a loose collection of anecdotes.

Three factors emerged with particular force. Speaker credibility, emotional appeals, and varied sentence structures were identified as the elements that most significantly influenced the success of the advertisements. Credibility, in this context, was not simply a matter of credentials displayed in a bio. Teachers in the study judged teacherpreneurs by the confidence and professionalism of their delivery, the coherence of their message, and the sense that the person on screen genuinely knew the craft of language teaching. Emotional appeals operated alongside this expertise, with successful clips tapping into learners’ anxieties, aspirations, and desire for progress. Varied sentence structures, meanwhile, kept the delivery dynamic and engaging, preventing the monotony that quickly loses viewers in a fast-paced visual medium.

Underlying these surface features, the thematic analysis identified five main themes that organize how audiences make sense of teacherpreneur advertising: audience engagement strategies, the link between marketing and education, authenticity and effective communication, teacher credibility in the eyes of the audience, and educational effectiveness. The first theme captured the tactics teacherpreneurs use to hook and hold attention, from direct address to relatable classroom scenarios. The second highlighted a tension and a synergy: the best advertisements were seen not as pure sales pitches but as hybrid artifacts in which a genuine teaching moment doubles as a demonstration of the seller’s competence. When a short clip actually teaches something useful, it simultaneously advertises the teacher’s ability to teach, collapsing the traditional boundary between content marketing and instruction.

Authenticity proved to be perhaps the most delicate ingredient. Participants repeatedly emphasized that effective communication depended on an authentic, believable presentation, and that audiences appear remarkably sensitive to performances that feel staged or exaggerated. Clarity of message delivery was repeatedly named as a key factor affecting engagement, alongside the presenter’s credibility and the believability of the overall performance. This finding resonates with broader research on parasocial trust in influencer marketing, but it carries a distinctive educational twist. A language teacher who exaggerates results or oversells a method risks not only a lost sale but damage to the professional trust on which all teaching depends. The teachers in the study appeared to reward restraint and transparency as much as charisma.

The fifth theme, educational effectiveness, connects the study to larger debates about the commercialization of language education. Teacherpreneurship, in which educators build businesses around their personal brands, has grown explosively on platforms like Instagram, particularly in contexts such as Iran where private English education is a major industry and social media offers a direct channel to prospective students. The study suggests that this commercial ecosystem is not inherently at odds with pedagogical quality. On the contrary, the perceptions gathered here indicate that audiences evaluate teacherpreneur advertisements through an educational lens, asking whether the person behind the advertisement can actually deliver the learning outcomes being promised. Marketing that demonstrates real teaching skill earns approval; marketing that substitutes hype for substance invites skepticism.

The methodological choices of the study deserve attention for what they reveal about how such questions can be investigated. Purposive sampling of forty teachers ensured that every participant was positioned to comment meaningfully on both the linguistic and commercial dimensions of the clips. Semi-structured interviews allowed the researchers to follow unexpected lines of thought while still covering a consistent set of prompts across participants, and the use of ten shared stimulus clips reduced the variability that plagues studies of social media content. The thematic coding in MAXQDA 2022 then transformed a large volume of conversational data into five coherent themes, a pipeline that other researchers studying educational influencers on TikTok, YouTube, or other platforms could readily adapt. The study was approved by the Mazandaran University of Science and Technology Ethics Committee, with informed consent obtained from all participants, and the authors report no competing interests and no external funding.

For teacherpreneurs themselves, the practical implications are direct. Credibility must be built and signaled, not merely claimed. Emotional connection matters, but it works best when anchored to genuine pedagogical substance. Delivery should be varied and clear, avoiding both monotony and theatrical excess. And authenticity, that most overused of marketing buzzwords, emerges here as a measurable audience expectation: viewers judge whether the presentation is believable, and their willingness to engage follows from that judgment. For teacher educators and researchers, the study opens questions about how prospective teachers should be prepared for a professional landscape in which self-presentation and marketing literacy are increasingly part of the job. For platforms and regulators, it hints at the standards by which educational advertising is informally policed by audiences themselves.

The broader significance of the work lies in its reframing of social media advertising as a site of educational perception. The teachers who watched these Instagram clips were not passive consumers but active evaluators, applying professional criteria to commercial messages. Their collective verdict, distilled through qualitative analysis, is that persuasion in educational marketing rests on a tripod of credibility, emotion, and craft, with authenticity as the load-bearing joint between them. As language teaching continues its migration toward digital and hybrid formats, understanding how teachers and learners judge the people who sell it online will only grow in importance. This study provides an early, carefully documented map of that judgment, drawn directly from the professionals who know best what good teaching looks like, even when it arrives in a sixty-second clip between advertisements for everything else.

Subject of Research: EFL teachers' perceptions of teacherpreneurs' persuasive techniques in Instagram advertisements

Article Title: EFL teachers’ perceptions of teacherpreneurs’ persuasive techniques on Instagram

Article References: Naqdi Babaee, N., Shamsaee, S., & Shams, M. A. (2026). EFL teachers’ perceptions of teacherpreneurs’ persuasive techniques on Instagram. Discover Psychology. https://doi.org/10.1007/s44202-026-00899-x

Image Credits: AI Generated

DOI: 10.1007/s44202-026-00899-x

Keywords: teacherpreneurs, TEFL, Instagram, persuasive techniques, marketing, EFL teachers, credibility, emotional appeals, authenticity, social media advertising, qualitative research, thematic analysis

The rise of social media as a dominant platform for communication has transformed advertising paradigms. Traditional marketing channels are gradually being overshadowed by platforms like Instagram, Twitter, and Facebook, where the reach is boundless and the engagement is real-time. Advertisers have the unique opportunity to not only showcase their products but also tell stories about sustainability and ethical consumption. This study explores how these narratives can foster sustainable purchase intentions among consumers who are increasingly vigilant about environmental impact.

One of the core components investigated in this research is the emotional appeal associated with sustainability messaging. The data suggests that when social media campaigns effectively evoke emotions such as compassion for the environment and urgency for immediate action, they resonate deeply with audiences. Emotional marketing taps into the psyche of consumers, encouraging them to see the larger picture beyond mere economic transactions. In many cases, when consumers align emotionally with a product’s eco-friendly credentials, their intent to purchase tends to increase significantly.

The study emphasizes the role of influencers in maximizing the reach and impact of sustainable advertising. Influencers have emerged as key drivers of consumer behavior, particularly in younger demographics. By endorsing sustainable brands, they not only validate the products but also infuse a sense of trust and authenticity into the messaging. The ripple effect of influencer marketing in social media campaigns can magnify the visibility of sustainable options and propel them into the mainstream, thereby shaping purchase intentions on a broader scale.

Furthermore, the researchers highlight the importance of user-generated content in cultivating a community around sustainability. When consumers share their own experiences with sustainable products, they become advocates, fostering an organic dialogue that reinforces collective values. This communal aspect of social media creates a sense of belonging and shared purpose among users, making them more likely to endorse and purchase sustainable products. The study provides evidence that brands which encourage user participation and integration often see a significant boost in consumer loyalty and purchase intentions.

A critical observation from the research is the influence of visual elements in social media advertising. The use of striking visuals not only captures attention but also enhances message retention. Images of lush landscapes, innovative sustainable practices, and even before-and-after transformations can stimulate an emotional response. This aspect of visual storytelling is paramount in an age where consumers are bombarded with information. The researchers argue that effective visual communication can play a decisive role in positioning sustainable products as desirable choices.

Considering the diverse demographics present on social media platforms, the study also examines how varying age groups respond to sustainability advertising. The findings indicate that Millennials and Generation Z are particularly receptive to social media advertisements that promote sustainable practices. These generations tend to prioritize ethical consumption and, therefore, are more likely to support brands that demonstrate a commitment to sustainability. Understanding this demographic shift in consumer attitudes is crucial for advertisers aiming to create targeted and impactful marketing campaigns.

Another noteworthy aspect examined is the interplay between social media advertising and the broader cultural values surrounding sustainability. The study reveals that advertisements that resonate with contemporary cultural narratives—such as climate change awareness and social justice—are more likely to engage consumers. These cultural connections serve as a backdrop that can enhance the persuasive power of social media advertising. When brands align their messaging with these prevalent societal concerns, they not only increase their relevance but also their appeal to conscientious consumers.

The implications of this research extend beyond marketing strategies; they also underscore the responsibility brands have in promoting sustainable practices. As consumers become more informed and critical, they demand transparency from the brands they support. The study suggests that brands that engage in honest communication about their sustainability efforts are rewarded with increased consumer trust and loyalty. Marketers are encouraged to showcase their genuine practices rather than resorting to superficial claims, as authenticity is key in today’s informed marketplace.

The findings of this study contribute significantly to the ongoing dialogue about the relationship between advertising and consumer behavior. It invites brands to rethink their strategies in order to harness the potential of social media for positive environmental impact. By crafting compelling narratives that highlight sustainability and emotional connectivity, brands can encourage more conscientious consumer behavior. The research serves as a guide for advertisers who aim to create meaningful connections with audiences while promoting sustainable choices.

As the digital landscape continues to evolve, brands would do well to incorporate the insights garnered from this study into their marketing playbooks. Emphasizing emotional engagement, leveraging influencer partnerships, creating community-driven initiatives, and maintaining transparency are critical steps that advertisers can take to enhance their sustainable initiatives. These strategies not only foster consumer loyalty but also play a role in encouraging a larger societal shift towards sustainability.

In conclusion, Tiwari and colleagues’ study represents a significant contribution to understanding the nexus between social media advertising and sustainable purchase intentions. The ability of social media to not only inform but also to influence consumer choices emphasizes the urgent need for brands to adopt sustainable practices. The researchers advocate for a collaborative approach that empowers consumers to make better choices, highlighting the transformative potential of social media in shaping a sustainable future.

The overarching message is clear: social media advertising, when executed thoughtfully, can be a powerful instrument for promoting an eco-conscious consumer culture. It’s an exciting time for brands willing to embrace the sea of change that social media brings, and it’s an opportunity that should not be missed as we transition into a more sustainable future.

Subject of Research: Influence of social media advertising on sustainable purchase intentions.

Article Title: How social media advertising influences sustainable purchase intentions in the digital age.

Article References:

Tiwari, S.K., Haque, M.A., Kirmani, M.D. et al. How social media advertising influences sustainable purchase intentions in the digital age.
Discov Sustain 6, 889 (2025). https://doi.org/10.1007/s43621-025-01820-7

Image Credits: AI Generated

DOI: 10.1007/s43621-025-01820-7

Keywords: Social media advertising, sustainable purchase intentions, emotional engagement, influencer marketing, user-generated content, visual storytelling, consumer behavior, digital marketing.