Importance and Role of Social Networks in Trusting E-Commerce (B2C)

Document Type : Original Article

Authors

1 PhD Student in Media Management, Faculty of Management, Isfahan (Khorasgan) Branch, Islamic Azad University, Isfahan, Iran.

2 Associate Professor, Faculty of Management, Isfahan (Khorasgan) Branch, Islamic Azad University, Isfahan, Iran.

3 Assistant Professor, Faculty of Management, Isfahan (Khorasgan) Branch, Islamic Azad University, Isfahan, Iran.

Abstract

The present study was conducted to provide a model for the importance and role of social networks in order to trust e-commerce (B2C) using grounded theory method. Participants were theoretically selected and included 20 experts and specialists based on the criteria considered by the researcher. The data collection tool was an interview and the data analysis method was performed using coding and categorization of categories and themes. The results based on the proposed model showed that familiarity with the internet and cyberspace is one of the requirements and preconditions for entering the field for sellers and buyers in e-commerce. The use of national media to localize e-commerce and promote public media literacy was another result of this study. Other issues included supporting the start-up of internet businesses, building hardware and software infrastructure, implementing security protocols to prevent internet fraud to institutionalize trust in e-commerce in society. Based on the overall results, the media, particularly social networks, are the main tools for transmitting information and ideas at community level, which can help the development process of society by creating new ideas and thinking and promoting it every day.

Keywords

Main Subjects

References

Azizi, E. (2011, December 10). E-commerce and its intelligent agents. https://www.tabliq.co m/amelhayehooshmand/
Bonsall, S. B., Green, J., & Muller, K. A. (2020). Market uncertainty and the importance of media coverage at earnings announcements. Journal of Accounting and Economics, 69(1), 1-52. https://doi.org/10.1016/j.jacceco.2019.101264
Chong, A. Y. L., Lacka, E., Boying, L., & Chan, H. K. (2018). The role of social media in enhancing guanxi and perceived effectiveness of E-commerce institutional mechanisms in online marketplace. Information & Management, 55(5), 621-632. https://doi.org/10.1016/j.im.2018.01.003
Faridi Thani, M., & Zorofi, M. (2015). Explaining social capital and its dimensions based on the use of media among school principals in Tehran Region 2. Sociological studies 7(26), 119-137. https://www.sid.ir/fa/journal/ViewPaper.aspx?ID=280451
Hajli, M. N. (2014). A study of the impact of social media on consumers. International Journal of Market Research, 56(3), 387-404. https://doi.org/10.2501/ijmr-2014-025
Icha, O., & Edwin, A. (2015). Effectiveness of Social Media Networks as a Strategic Tool for Organizational Marketing Management. The Journal of Internet Banking and Commerce, 01, 1-9. https://doi.org/10.4172/1204-5357.S2-006
Javaheri, F., & Balakhani, Q. (2006). Mass Media and Trust, Investigating the Impact of Mass Media on Social Trust. Journal of Social Sciences, Ferdowsi University of Mashhad, 1(1), 1-29. https://doi.org/10.22067/jss.v0i0.6260
Mohammadi, H., Mosavi jad, S. M., &  Ahmadizad, A. (2020). Investigating the role of social networks on entrepreneurial behaviors in small and medium enterprises in Sanandaj city. Karafan Quarterly Scientific Journal, 17(3), 155-166. https://doi.org/10.48301 /kssa.2020.124673
Naseri, Z., Noruzi, A., Fahimnia, F., & Manian, A. (2017). Content marketing: Identifying the basic components and dimensions in order to provide conceptual model. Library and Information Science Research, 7(1), 280-303. https://doi.org/10.22067/riis.v7i1 .44681
Nasiri, A. (2019, November 25). What are social networks; Types of foreign and Iranian social networks. https://iranhost.com/blog/%D8%A7%D8%AC%D8%AA%D9%8 5%D8%A7%D8%B9%D8%A7%D8%AA-%D8%A7%D9%8A%D9%86%D8%A A%D8%B1%D9%86%D8%AA%DB%8C/#gref
Sabzali Yamghani, K. (2016). Investigating the Impact of Organizational Information Quality System on Trust, Customer Loyalty and Success in Market Performance (Case Study: Tolo Marketing and Research Group). Studies of Management and Entrepreneurship, 2(2), 16-33. https://civilica.com/doc/571006/
Sohrabi, B., & Khanlari, A. (2010). Factors affecting the use of e-commerce in small and medium enterprises in Iran. Entrepreneurship Development, 3(1), 11-34. https://ww w.noormags.ir/view/fa/articlepage/956472/
Torkestani, M., Mafakheri, F., & Haghighat, F. (2016). The Effect Of Satisfaction And Trust On Electronic Loyalty And Tourism Products Online Shopping. Tourism Management Studies (Tourism Studies), 11(34), 93-109. https://doi.org/10.22054/t ms.2016.5731
Vosoughi, M., & Rahmani Khalili, E. (2014). The relationship between mass media and social capital in the metropolis of Tehran. Culture Studies - Communication, 15(26), 209-233. https://www.sid.ir/fa/journal/ViewPaper.aspx?id=226822
Warner-Søderholm, G., Bertsch, A., & Søderholm, A. (2018). Data on social media use related to age, gender and trust constructs of integrity, competence, concern, benevolence and identification. Data in Brief, 18, 696-699. https://doi.org/10.1016/j .dib.2018.03.065
Warner-Søderholm, G., Bertsch, A., Sawe, E., Lee, D., Wolfe, T., Meyer, J., Engel, J., & Fatilua, U. N. (2018). Who trusts social media? Computers in Human Behavior, 81, 303-315. https://doi.org/10.1016/j.chb.2017.12.026
Yerasani, S., Appam, D., Sarma, M., & Tiwari, M. K. (2019). Estimation and maximization of user influence in social networks. International Journal of Information Management, 47(3), 44-51. https://doi.org/10.1016/j.ijinfomgt.2018.12.016
Karafan Quarterly Scientific Journal
Volume 18, Issue 2 - Serial Number 53
Humanities
July 2021
Pages 91-109

Files

History

  • Receive Date: 09 March 2021
  • Revise Date: 03 May 2021
  • Accept Date: 06 May 2021

Share

How to cite

Statistics