بررسی تاثیر استفاده از انواع استراتژی¬های بازاریابی در شبکههای اجتماعی بر جلب اعتماد مشتریان شورایی
Subject Areas : Generalfarzaneh milani 1 , jafari zenouzi 2
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Keywords: Marketing strategies, social networks, customer trust Marketing ترجمههای marketing اسمفراوانی بازار یابی marketing علم فروش marketing تعریفهای marketing اسم ۱ the action or business of promoting and selling products or services, including market research and advertising. the Western arts of marketing and distribution مترادف market فعل sellretailoffer for saleput up for salevendmerchandisetradepeddlehawkadvertisepromote همچنین ببینید market,
Abstract :
The aim of this study is to investigate the effect of using variety of marketing strategies in social networks to build customers’ trust. Marketing through social networks has made appropriate opportunities for companies to attract more customers. Building customers' trust and attracting the customers can be mentioned as marketing challenges on these networks. So, in order to create competitive advantages, companies need to use appropriate strategies of building trust. The population of this study consists of all Iranian users of social networking sites that affected by companies advertisements. Also the sample size by using snowball sampling method is 446. The research method is descriptive survey research and data collection tool is questionnaire. To test hypotheses the partial least squares (PLS) technique and SmartPLS 3 software has been used. The results show that all four variables include: transactional, relationship, database and knowledge-based marketing strategies in social networks have a significant impact to build customers’ trust. Indeed, transactional strategy has negative impact on trust so the relation between this variable and dependent variable is reverse. knowledge-based marketing strategy has the most positive impact on customers’ trust.
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