Document Type : Research Paper

Authors

• Karim Ramezani
• Hossein Budaghi Khajeh Nobar
• Nasser Feghhi Farahmand
• Morteza Mahmoudzadeh

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

Abstract

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.

Keywords

• Social Networking Marketing
• User Trust
• Data Theory