Explain the pattern of user trust in social media-based marketing

Document Type : Research Paper


Department of Business Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran


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.


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Volume 15, Issue 1
January 2024
Pages 331-341
  • Receive Date: 15 March 2022
  • Accept Date: 14 May 2022