Purpose: Currently, the use of social networks has become very common among users. Users in these networks communicate with each other in various ways. One of these methods is commenting. The purpose of this research is to identify and prioritize the motivations of these people to comment.
Method: The current research is descriptive and survey in terms of practical purpose and in terms of data collection and analysis. The statistical population of this research is all the users who were active on the social network Instagram between June and July 1402. The statistical sample based on Cochran's formula was 384 people, and finally 400 people answered it. SPSS and Amos software were used to perform statistical analysis of the data obtained from the questionnaire.
Findings: The findings showed that the most important variable is the variable of enjoying helping others (9.94), the second rank is for the variable showing loyalty to the relevant business (8.65), in the same way, the variable of satisfying the need for belonging and dependence (8/55) The third rank, the variable of benefiting from material rewards if any (8/17) The fourth rank, the variable of benefiting from an opportunity for fun (8/15) The fifth rank, the variable of showing one's competence to others (7/89) The sixth rank is the variable of showing one's satisfaction or dissatisfaction to others (7/68), the seventh rank, and the variable of self-expression (7/50) has the last rank.