The Impact of Social Networks on E-Commerce
Keywords:
Social networks; e-commerce, Electronic marketing, hoping behaviorAbstract
Today, with the expansion of e-commerce, businesses have gone out of the traditional mode, and the use of social networks by the public and their positive and tremendous impact on e-commerce and businesses has caused the success of businesses. Hence, Investigating social media advertising and the effective factors in them that affect e-commerce is of great importance. This study was conducted with the aim of investigating the factors that can increase the effectiveness of social media advertising on the customer's online purchase. In this study, these results have found that 6 factors in social media advertising, including interactivity, seductiveness, enjoyment, functional expectation, perceived connection, and habit, have had an effect on the customer's online shopping behavior. In addition, it has been determined that the trust factor Created in e-commerce websites and advertising in social networks is very important.
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