Explain the pattern of user trust in social media-based marketing | ||
| International Journal of Nonlinear Analysis and Applications | ||
| مقاله 27، دوره 15، شماره 1، فروردین 2024، صفحه 331-341 اصل مقاله (390.05 K) | ||
| نوع مقاله: Research Paper | ||
| شناسه دیجیتال (DOI): 10.22075/ijnaa.2022.26612.3365 | ||
| نویسندگان | ||
| Karim Ramezani؛ Hossein Budaghi Khajeh Nobar* ؛ Nasser Feghhi Farahmand؛ Morteza Mahmoudzadeh | ||
| Department of Business Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran | ||
| چکیده | ||
| This study aimed to explain the pattern of user trust in social network-based marketing. This research is applied in terms of purpose, and exploratory in terms of approach. Social network users in the city of Tabriz were considered as a community and among them, 400 people were selected as a statistical sample based on a simple random sampling method. The main data collection tool was a closed and researcher-made questionnaire consisting of 42 items that were designed based on the initial conceptual model. SPSS, LISREL and smart-PLS software were used for descriptive and inferential analysis. Finally, the research results led to the explanation of the pattern of user trust in social network-based marketing (based on the paradigm model structure) and the model hypothetical relationships in a large community were tested and confirmed. | ||
| کلیدواژهها | ||
| Social Networking Marketing؛ User Trust؛ Data Theory | ||
| مراجع | ||
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