مجله تعامل انسان و اطلاعات
سال دهم شماره 3 (پاییز 1402)

Studies show that limited models have been designed to measure women's information sharing behavior, but so far no valid and reliable tool has been provided to measure women's information sharing behavior in information environments. Since knowing and determining the type of information environment and the extent of their use in information sharing behavior is very effective in strengthening information channels, and informal communication is extremely important in scientific relations, and women, as one of the social groups in a prestigious positions in Society; Most of their information needs are met through informal channels of information, so it is necessary to examine women's information environments; Because the identification of these environments is a solid foundation for planning and making changes in the type and manner of presenting macro-policies with the aim of women achieving dignified competencies, and it can also be a way to optimize information environments. Therefore, the purpose of the current research is to construct and validate a questionnaire to analyze the information sharing behavior of women in information environments.

This research is mixed in terms of applied objective, in terms of exploratory approach, and in terms of data collection method. The statistical population in the qualitative section includes 15 experts and in the quantitative section includes all women (20 years old and above) active members of urban institutional public libraries in the city centers of Mazandaran province, numbering 4936 people. The sample size was 357 people who were selected by proportional stratified random sampling in 1401. The proportional stratified random sampling method has other names such as "matched sampling", "proportionate to volume" and "proportional" method. This method is used when the target population of the research has a heterogeneous and inconsistent structure. Therefore, due to heterogeneous and heterogeneity, in such cases, the research community is divided into different "classes", in fact, by using stratified sampling, the society is divided into homogeneous groups, so that the people in each class are similar and homogeneous. Then, a random sample is selected from each class in proportion to the number of people in the community. In this method, the researcher wants to select the research sample in such a way as to make sure that the subgroups are present in the sample with the same proportion as they exist in the society as representatives of the society. In other words, in this sampling method, the studied community units are grouped into classes that are homogeneous and congruent in terms of variable attributes so that their changes and diversity within the groups are reduced. As a result, groups and classes that have similar characteristics are formed. Then, with this action (dividing the society into homogeneous groups), the number of samples for each group is determined, then by using the simple random sampling method, the required number of people from each group will be selected in proportion. In this research, through stratified sampling, three geographical regions (east, west and center of Mazandaran province) were considered as strata, in such a way that the researcher entered the selected geographical strata after obtaining the necessary permits and filled out the questionnaire as It was randomly distributed among the designated groups. The sample size in this research was selected and precisely determined based on Cochran's formula. . The pattern of information sharing behavior of women in information environments, 34 questions in 10 dimensions of personal and personal motives; spatial factors; time factors; social motives, cultural motives; moral motives; motivation of informational awareness, political motivation; The information sharing environment and information sharing method was designed. Then, in order to analyze the data using statistical techniques and Smart PLS statistical software, content validity ratio and confirmatory factor analysis, instrument validity, check, and finally with Cronbach's alpha method and reliability coefficient. Combined, the reliability of the instrument was determined.

In the findings of the present research, the results showed that people with different motivations and to meet different needs turn to different information environments. Identifying the most important motivations for using these environments for sharing information can help scientific, educational, cultural and social institutions and especially organizations in charge of scientific and cultural policies in providing the best possible services. Reviewing what was previously discussed, people go to informal information sources such as their family members, relatives, and friends to obtain information. They were very dependent. Lack of access, illiteracy, lack of awareness, unfavorable economic conditions, cultural restrictions, and language or communication barriers have been declared as the main obstacles in obtaining daily information for women. Also, the findings regarding the background factors of women's information environments in information sharing showed that people do not depend on environmental factors and time factors, which were considered as the governing factors in women's information sharing in information environments, to establish social interaction. People are willing to engage in social interaction anywhere, at any time, and at different and unexpected places. When people gather in an information field, they actually participate in social interaction, and conversation about life, generalities, and specific circumstances that lead to unexpected and sometimes purposeful finding of information and formal and informal sharing of information on various topics. In the provided tool, it was found that including "moral", "social", "cultural" and "political" motivations among women can be important factors of information sharing in information environments and it is necessary to observe ethical minimums in information environments. To be Political issues, dimensions and sensitivity to them is another important issue that can be seen in this tool and must be observed by women in information environments and during information sharing. The type and cultural level of people and the sense of security guarantee for women are effective while sharing information in information environments. Therefore, the role of these factors in information sharing in information environments should not be ignored. Because these factors lead to the emergence of planned behaviors by women in information sharing and increase the confidence factor of the abilities of these environments, which ultimately, in this way, they feel satisfied with social interactions and information sharing. Also, based on the results of the research in the presented scale, the direct and indirect planning of discussions and the use of social networks have been approved as strategic factors of information sharing in women's information environments. In fact, the strategic factors of information sharing in women's information environments are a set of reasons that their implementati on and application cause the emergence of information sharing consequences in women's information environments. Environments such as parks or family gatherings are suitable environments for sharing information and experiences. A large part of the information we receive is obtained in a social context and in the form of interaction with familiar people, family members, and friends. In addition, the behavior of sharing information in women's information environments is done through "direct discussions". In social interactions, information is created and shared. Therefore, the most important issue in the information sharing process is effective interactions, and this usually happens through direct (face-to-face) or indirect communication. Formal and informal social interactions between people provide channels for creates information sharing between them. Through social interactions, people find more opportunities to share their information and experiences, and as a result, the flow of information increases. A review of researches shows that obtaining information in any period and for any user under any conditions is one of the main concerns. Because most of the responsibility of the family rests with women, especially regarding health, education and acquiring the necessary skills in household affairs. So they need more information. The sharing of information among women can be effective in raising children and strengthening the foundations of life, which in itself causes the society to flourish and grow more and more. How much the people present in the information environment show enthusiasm towards receiving or providing information is effective in the process of information sharing. Finally, the findings of the research showed that the structure of the pattern of women's information sharing behavior in information environments was confirmed according to the content validity ratio (0.76) and confirmatory factor analysis with the goodness of fit index (GOF) equal to 0.3285. Also, the tool had good reliability with total Cronbach's alpha values (0.988). On the other hand, the results of Figure (1) and Table 4 also show that the 34 items in question can be reduced to 10 factors. The contribution of each factor in explaining the variance of 34 items related to the designed questionnaire is different and decreasing. That is, the first factor has the largest contribution (24.70% with a specific value of 8.40) and the tenth factor with (2.97% and a specific value of 1.01) has the lowest contribution in explaining the variance of these 34 items. In total, all 10 factors have been able to explain 70.40% of the variance of the 34 items related to the designed questionnaire with specific values higher than 1. The results of the independent sample One Sample T-Test also showed that the significance level of the test regarding all the components of women's information sharing in information environments is less than the error level of 0.05% and the average of these variables is 3 (the middle of the Likert scale) 5 options is more and also the upper limit and lower limit of all the variables are both positive values, with confidence above 95%, it can be stated that the information sharing of women in information environments and its components are in a relatively favorable situation.

The scale designed to investigate the information sharing behavior of women in information environments in the work environment has been evaluated as suitable according to the revealed factors, and its use is recommended to measure the information sharing behavior of women in information environments. All criteria of Cronbach's alpha, significance of factor loadings between questions and underlying variables, Composite Reliability (CR), Average Variance Extracted (AVE), and Discriminant validity by Fornell and Larcker method, as well as the appropriateness of the measurement model, indicate that the questionnaire used in this research measures what the researchers are looking for. Therefore, the built tool provides the criteria of the behavior pattern of women's information sharing in information environments to the researchers. The results of the current research showed that people with different motivations and needs turn to different information environments. Identifying the most important motivations for using information environments in sharing information can help scientific, educational, cultural, and social institutions, especially organizations in charge of scientific and cultural policies, provide the best possible services. Discovered factors include:Individual and personality motivations with sub-factors (personal desire, altruism, individual and personality fit, individual interests, and recognition of personality dimensions to share information between individuals or other; Spatial factors with sub-factors (no place and no need for a specific place for information sharing behavior in information environments); Time factors with sub-factors (timelessness, unplanned and completely accidental occurrence of information sharing behavior in information environments); Social motivations with sub-factors (social interaction, promotion of social status, and the desire to communicate in order to engage in information sharing behavior in information environments); Cultural motivations with sub-factors (people's cultural level, the existence of an information-seeking culture in people and the existence of an information-seeking culture in sharing); Ethical motives with sub-factors (religious and religious considerations in information sharing, interpersonal trust in information sharing, and privacy in information sharing); Information awareness motivation with sub-factors (gaining awareness of the results and consequences of information sharing behavior, information and knowledge sharing, exchange of knowledge and information, exchange of experience and scientific considerations affected by the results and consequences of information sharing in information environments); Political motivation with sub-factors (political issues and sensitivities in society, the existence of a sense of political security in society, the distribution and transfer of political information from one person, group, or organization to another, and the sharing of ideas and thoughts, suggestions, and experiences); Information sharing environment with sub-agents (formal gatherings, friendly meetings and informal gatherings and social networks to share information in information environments) and finally how to share information with sub-agents (direct plan of topics, indirect plan of topics and how to share information in Women's information environments were with information taken from social networks, family periodicals, etc.) , which by measuring in the experimental environment of public libraries of Mazandaran province, while confirming their efficiency in cultural environments, it was determined that the built tools are qualitatively and quantitatively capable has the measurement of the desired variable. Therefore, it is suggested:

Information behavior is a term used to describe the ways of human interaction with information, especially information search methods, which is intended to understand the relationship between humans and information.  Information behavior refers to the complex patterns of human behavior and mutual interactions when searching for any type of information, which leads to information seeking Information seeking, as an information behavior, is a set of activities that are used to meet information needs, information search, information search method and factors affecting information search, and includes two important aspects, information search and information retrieval, which In it, recognition, evaluation and understanding of users' behavior with information needs and their performance in facing information sources, the method of retrieving and accessing information are taken into consideration. Information seeking is a growing behavior that has enabled individuals and organizations to change their information seeking behaviors to meet their needs and users. Searching for information has been studied for years and various definitions and models have been presented for them, which today, with the increase in the number of sources, the number of information systems, the prevalence of social networks, collaborative research and the increase in digital literacy, increase cooperation. International scientific events, multi-specialization of research, increase of work teams, etc. have led to a change in information behavior. Since the type of information behavior has seen many changes as a result of the interactions of existing information carriers and the effects of technology, and is of great importance in today's world, and so far no research has been conducted in the form of a review of information search behaviors, in The world level has not been done, so it is necessary to have a comprehensive research of information search behaviors, all existing studies should be included in one study in order to get a general impression of information search behaviors and their direction. Based on this, the researchers of this research decided to review the studies related to information seeking behaviors, to determine their direction.

In order to examine the topic of the research, a narrative review method has been used. Narrative review is one of the important scientific functions that is used to review detailed and comprehensive topics. In fact, a narrative review creates a bridge between a wide and scattered set of articles on a topic or a reader who does not have enough time and resources to follow them. Since in this research, giving meaning to scattered and read sources does not require the study of individual sources, therefore, narrative review is an appropriate method. In this narrative review study, in order to collect data, keywords related to information search behavior in English such as Information seeking behavior, collaborative information seeking, CIS, collaborative information retrieval, CIR, collaborative search, collaborative information behavior, CIB, individual information behavior and IIB and search for Persian articles using keywords, collaborative information search, CIS, collaborative information retrieval, CIR, collaborative search, collaborative sense, collaborative information behavior, CIB, individual information search, and IIB; In the reliable scientific databases and search engines, Web of Science, Pubmed, google scholar, Google SID, Magiran were examined in the period from 1980 to 2023, which 115 studies were obtained in the initial search and after entering the entry criteria and Exclusion, studies that were generally in the field of information seeking behavior were excluded from the study circle and 12 related studies entered the final stage. Then related studies were summarized in terms of concept and findings and categorized and interpreted in the form of individual and collaborative search behavior.

After searching and selecting related articles, finally analysis was done on twelve articles. What was extracted from the results of this narrative review study, in the general field of information search behavior, in the 4 main axes of individual search behavior, cooperative search behavior, advantages and disadvantages of individual and cooperative search behavior, and the comparison of these two types of information search behavior are described below. This narrative review study was carried out in order to investigate the direction of information behaviors, the findings of this research generally showed that the studies investigated individual and cooperative information behavior and the difference between these two behaviors and the reasons for the direction of individual search behavior. According to the results of studies, one of the types of information search behavior is individual search behavior. As the findings of the research showed, information behaviors have been studied for years and various definitions and models have been presented for them, but in the early stages, in most of these studies, the emphasis was on individual needs and behaviors.  It has also been investigated in some studies. Kolthau, by studying the search behavior of high school students, presented a model for individual search behavior.  Ellis also presented a model for individual information seeking behavior, which is the result of studying the information seeking behavior of engineers and researchers of an industrial company, which examined the search behavior from an individual point of view. presented, which paid attention to the individual nature of information search.  After studying the researches conducted on the information behaviors of engineers, doctors and lawyers, Laki and his colleagues have presented a model for individual information behavior. Another area investigated in the present study was the investigation of collaborative information behavior. The findings of the research showed that in recent years, many researches have been proposed and investigated in the field of collaborative behavior, and they have investigated the motivating factors and obstacles in the collaborative search behavior. In his last work, Shah has introduced participatory search behavior as an interdisciplinary field that is based on participation, human-computer interaction, networks and social media. In another research, the collaborative search behavior in an exploratory search team has been investigated. In this research, three main factors in the collaborative search behavior were identified, which are: repeated communication between team members, division of work and awareness. Karanakaran, with the cooperation of Reddy, has studied the factors inhibiting cooperative behaviors in organizations by using the findings of previous researches. Another area investigated in this research is the difference between individual and collaborative search behavior. The findings of this research showed that both types of search behavior have obstacles and inhibiting factors. The research findings of Karanakaran and Redi have identified the factors of complexity of information needs, lack of sufficient expertise, dispersion of information sources and lack of access to information sources as the advantages of cooperative information behavior. Some studies have also identified the barriers to cooperative information behavior and the lack of spirit of participation, responsibility, and envy of the progress of others is a serious obstacle to any cooperative activity. Another area investigated by the research is the comparison of these two types of information search behavior. The findings of this research showed that the strengths and motivating factors of collaborative search behavior along with the weaknesses of individual search behavior and other stimuli are among the most important differences of this research. There are two types of information search behavior, which has provided the context for the orientation from individual to collaborative search behavior. Reddy and Jansen observed that two main concepts: (a) collaboration (two or more people working together to search for information) and (b) solving an information need as a group; Also, the important role of communication as the first motivating factors has been one of the most important reasons for the direction towards collaborative search. In another study, Kurankaran and colleagues considered the stimuli and technology of information and communication recovery as one of the main motivating factors in directing towards cooperative behavior. Early search behaviors, most of the research activities focused on individual search, but as a number of researchers have stated, the importance of collaboration in organizations is increasing and collaborative information behavior is increasing, and attention is shifting from focusing on individual search to more research. Focused collaborative search. Although there are different views and different vocabulary in the relationship between individual and collaborative search behavior and clear demarcation between these two types of search behavior is still in the early stages and despite some barriers to collaborative search and some strengths of individual search, but stimuli such as The complex nature of information, dispersion of information, lack of specialization, the role of information retrieval technologies, the importance of collaborative aspects of work, time constraints, targeted information search, meaning understanding, information search troubleshooting, workload sharing, sending diverse questions, communication and interaction. , the complexity of information problems, the interdisciplinary nature of information, understanding the behavior of collaborative information in organizations, in turn, are the starting point and the factor of moving from individual search to collaborative search. The researchers believe that, despite the identification of the direction of information behaviors, there are still gaps, and to know how this process is, one should learn about the existing approaches in the field of information systems design and identify the type of information behaviors based on this.Also, there is an urgent need to understand the conceptual characteristics of cooperative search behavior and its supporting technical methods in cooperative activities, because the main characteristics of cooperative information behavior and the activities that lead to cooperative information behavior are still completely unclear.

Early search behaviors, most of the research activities focused on individual search, but as a number of researchers have stated, the importance of collaboration in organizations is increasing and collaborative information behavior is increasing, and attention is shifting from focusing on individual search to more research. Focused collaborative search. However, there are different views and different terminology on the relationship between individual and collaborative search behavior, and a clear demarcation between these two types of search behavior is still in the early stages. The research findings indicated that despite the barriers and benefits of individual and collaborative information seeking behavior, factors such as the complex nature of information, scattered information, lack of expertise, the role of information retrieval technologies, the importance of collaborative aspects of work, time constraints, targeted information seeking, understanding meaning, motivation for collaboration, workload sharing, diversity of requests, communication and interaction, complexity of information problems, interdisciplinary nature of information, and understanding of collaborative information behavior in organizations are motivating factors leading to a shift from individual to collaborative information seeking behavior. Also, there is an urgent need to understand the conceptual characteristics of cooperative search behavior and its supporting technical methods in cooperative activities, because the main characteristics of cooperative information behavior and the activities that lead to cooperative information behavior are still completely unclear.

  The purpose of this research was to present a model of the antecedents and consequences of self-disclosure in the country's educational environment.Although self-disclosure, its effective factors and consequences have special value from the aspect of many sciences such as counseling, educational management, educational sciences, psychology, etc., and numerous studies have been conducted on it, but a careful review of the research literature proved that so far no comprehensive and written study with a mixed approach and in the form of providing an integrated model has been done that has investigated the dimensions of this concept, its effective factors and consequences. Each of the existing studies have investigated one or more variables affecting self-disclosure separately. Therefore, according to the existing study gap, according to the history of the researcher's educational activity as a teacher and understanding the importance of self-disclosure in order to maintain the mental health of students of this country, the concern arises that in addition to a comprehensive look at the conducted researches, with an in-depth perspective, analyze this structure, its components, factors affecting it and its consequences in the educational environment of the country. Therefore, the main object of this research is "providing a model of the antecedents and consequences of self-disclosure in the educational environment of the country". In this research, the researcher intends to present effective factors and possible consequences in the form of a conceptual model.

The methodology of this research is quantitative-descriptive. The sample of the current research is the first high school students of selected Tehran areas. These areas were selected by multi-stage cluster sampling method. According to subject of this research and the studied population (target), the sample size is selected according to the application of structural equations software, in the number of 600 students of the first secondary school in Tehran. For this purpose, the city of Tehran was first divided into five regions of North, South, East, West and Center by cluster sampling method. Then, from these five regions (regions 1, 5, 6, 8, 16), schools were selected as a cluster and then random samples were selected from each school. In this research, the researcher intends to use the questionnaire extracted from the qualitative part (made by the researcher). This questionnaire consists of two parts. The first part consists of demographic characteristics including gender, age, education level, and region, etc and the second part will contain specialized questions with a response package prepared on a five-point Likert scale.A: Reflective measurement model test (cv com test)B: Structural model tests include:• Hypothesis significance test (direct path)• R-squares or R2 test (determination coefficient)• Structural model quality test (Cv Red)C: the general fit test of the model at the end (SRMR)
 

According to the data obtained, there are 172 students in the seventh grade and 31.44%, 180 students in the eighth grade and 32.91%, and 195 students in the ninth grade and 35.65% and a total of 547 people answered the questions of the questionnaire in the educational levels of the first secondary school. According to the obtained data, all values of CV com are higher than 0.15. As a result, the quality of the measurement model is medium to high.The results show that after removing the counseling expertise variable, the paths of the model from antecedents to self-disclosure and from self-disclosure to the consequences of self-disclosure are significant. It can be concluded that the components of trust, internal motivation, experience, being supported, context of acceptance and environmental conditions are the antecedents of students' self-disclosure. And the components of privacy awareness, mutual communication, creative thinking, problem solving, privacy risk, self-belief, optimism, monitorability, empathy, effective listening and learning from According to the obtained data, the effect of internal motivation on self-disclosure is T-Value = 7.509, the effect of trust on self-disclosure is T-Value = 4.632, the effect of having experience on self-disclosure is T-Value = 2.017, the effect of acceptance context on self-disclosure T-Value = 3.461, the effect of environmental conditions on self-disclosure T-Value = 4.343 and the effect of being supported on self-disclosure with T-Value = 4.392 which It is in the range [-1/96, 1/96]. P-Value=0, which is less than 0.05, rejects the H0 hypothesis and accepts the H1 hypothesis at the 95% confidence level. But the effect of consultant's expertise on self-disclosure T-Value = 0.5, which is not outside the range [-1.96, 1.96] and P-Value = 0.617, which is not less than 0.05, at the confidence level of 95 % HO hypothesis is confirmed and H1 hypothesis is rejected. And on the other hand, the value of β, which shows the intensity and direction of the effect, is positive in internal motivation 0.259, trust 0.168, experience 0.065, environment acceptance 0.12, environmental conditions 0.145, and being supported 0.2; therefore, it is predicted that if the research is repeated in a larger sample of the same community, this hypothesis will be confirmed, and on the other hand, the β value that shows the intensity and direction of the effect, the consultant's expertise is 0.015 and its direction is negative; Therefore, this hypothesis is not confirmed.According to the obtained data, the effect of self-disclosure on mutual relationship T-value= 799.56, the effect of self-disclosure on creative thinking T-value = 252.22, the effect of self-disclosure on problem solving skill T-value = 684.41 Value, the effect of self-disclosure on self-belief, T-Value = 862/55, the effect of self-disclosure on monitorability, T-Value = 228/56, the effect of self-disclosure on empathy, T-Value = 10/911, the effect of self-disclosure on learning from mistakes T-Value = 64.12, the effect of self-disclosure on privacy awareness T-Value = 118.20, the effect of self-disclosure on privacy risk T-Value = 23.5, the effect of self-disclosure on optimism T-Value = 113.19 and the effect of self-disclosure on effective listening T-Value = 15.407, which is outside the range [-1.96, 1.96]. And P-Value = 0, which is less than 0.05, rejects the H0 hypothesis and confirms the H1 hypothesis at the 95% confidence level. And on the other hand, the value of β, which shows the intensity and direction of the effect, is 0.818 in mutual communication, 0.626 in creative thinking, 0.771 in problem solving skill, 0.829 in self-belief, 0.82 in monitorability, in empathy is 0.419, learning from mistakes is 0.468, privacy awareness is 0.591, privacy risk is 0.214, optimism is 0.551, and effective listening is 0.54. Therefore, it is expected that if the research is repeated in a larger sample of the same community, this hypothesis will be confirmed.According to the findings, SRMR=0.062 is less than 0.08, so it can be concluded that the overall model has a good fit. The quality and fit status of the structural model resulting from the qualitative part of the research, which was one of the objectives of the quantitativepart,was also examined.In the present study, to calculate the goodness of fit (GOF), the average (R2) and (AVE) of the research components were extracted from smartpls software and included in the relevant formula.GOF = √ 0.628192308× 0.685423077 = 0.656.According to the obtained data and the calculation result of GOF = 0.656, it can be said: the research model has a very good fit.

School is the foundation to all existing structures in society. A teacher is one of the most important role of a society and the first adult person after parents that the way of communicating with them is very important and has a serious impact on the emotional and social performance of students in school. The effective communication between students and the teacher not only gives the teacher a lot of motivation, but also can lead to creativity, satisfaction, academic progress, and better behavior of students in school and society. And finally, it should lead to students and teacher's mental health and create a foundation for establishing beneficial social relationships of students throughout their lives.Self-disclosure is a process in which people verbally express their personal information or experiences to others. The school is one of the most important organized social institutions that by providing a healthy environment can cause the growth and prosperity of people's body and mind; This is shaped by students' relationships with teachers, counselors, and school administrators, as well as students' emotional growth, and self-disclosure develops this relationship.

The mobile application market is expanding rapidly. Furthermore, a new form of online-to-offline services available in mobile shopping apps, which help users instantly search for what they want online, try them on in nearby offline stores, and pay online, increasingly becomes popular. As technology is developing rapidly and the smartphone has become an essential part of our daily life, the smartphone is a versatile tool that can perform many functions. Shopping also changes its process from offline to online and is based on mobile. With the increase in the use of the Internet from smartphones, most of the Internet consumption is done through smartphones and not through personal computers as in the past (Kim et al., 2021). In recent years, online to offline has emerged as a new e-commerce model that differs from traditional e-commerce models. In this model, consumers can obtain information, access products through an online channel, and then consume them in offline stores. The rapid development of the online to offline model has led to the rise of online tourism platforms. Some tour operators choose to cooperate with online tourism platforms to sell tourism products with the aim of expanding market demand. In the case of the online-to-offline tourism supply chain, the tourism platform sells its product online and the tour operator provides the service offline. Through division of labor and cooperation, both of them can focus on applying their respective advantages to achieve a win-win situation. With the online-to-offline tourism model, consumers can book tourism products through an online platform anytime, anywhere. Before making a final decision, consumers often review the information displayed on the web page of online tourism platforms, especially the available reviews (Luca and Zervas, 2016, as cited in Zhou et al., 2022). Tourists can gather online information about price, service level, and product quality to make better purchase decisions. This has created many opportunities as well as severe challenges for the survival and growth of tourism-related companies (He et al.,2019). Companies providing online to offline services recognize smartphones as a useful communication channel for strategic marketing, and therefore they are willing to use smartphones to provide various services and types of information directly to customers and constantly reflect their needs (Fuentes & Svingstedt, 2017). Since the online platform is data controlled, so that the information is asymmetric, there will be problems such as fake reviews, rating fraud, false advertising, etc. This phenomenon puts consumers in an unfavorable information situation. According to the "Online Tourism Consumption Trend Report and Consumer Rights Protection Trend Report (2019)", the problems of online tourism platforms are mainly focused on ten aspects, including information leakage, false advertising, tourism products with big data analysis to harm Existing consumer income and data fraud investigation (Zhou et al., 2022). These problems not only affect consumers' tourism experience and reduce consumer satisfaction, but also damage the credibility of the tourism platform and weaken consumers' trust in the platform. Therefore, privacy protection is an important problem in this field. Since online to offline applications in tourism is an emerging and practical issue, it is very important to investigate this issue in our country. Previous studies have largely ignored service quality evaluation and decision-making by traditional travel agencies, hotels, and airlines. Although the importance of service quality in tourism firm development has been demonstrated by some researchers, few have studied the benefits of service quality from online tourism supply chains to offline hospitality and tourism fields for tourists. Also, in the researcher's point of view, the features of mobile shopping applications that are based on online to offline services are questionable as to what features affect the delight and satisfaction of tourists and lead to the brand's reputation. Meanwhile, the influence of the information quality (including the intrinsic information quality and the textual information quality) and the services quality (including the convenient services quality and the accessible services quality) perceived from online to offline mobile shopping applications on the delight of tourists and the reputation of the tourism brand is questionable. The researcher thought that it was not investigated in the previous research and the researcher investigated these issues in this research.

Considering that tourism and hotel businesses can easily use online to offline tourism platforms by applying the results of this research to have satisfied and loyal customers, this research is applied in terms of purpose. On the other hand, in this research, the type of relationship and the degree of influence of the variables were described, so the method of doing the work is descriptive and correlational. In fact, the impact of information and service quality on privacy protection, delight, and reputation of tourism brands in mobile shopping applications based on online to offline (O2O) is investigated. A quantitative method was also used to collect data. The statistical population of this research is European tourists who traveled to Iran. Since the target population is unlimited and its exact size is not available, according to Cochran's formula for the unlimited population, 384 people are considered for the sample size. The convenient non-randomly sampling method is a suitable method for sampling. The collection of information takes place in two stages: library and field. By referring to reliable databases, the researcher examines scientific articles, books, dissertations, and theses to prepare the theoretical foundations of his subject. Then, a questionnaire is used to collect the data required by the researcher in the field and survey method. The questionnaire was made by the researcher. The questionnaire includes five demographic questions (gender, age, marital status, education, employment status). 39 items were designed to answer the research questions, which are analyzed with a Likert scale. In the inferential findings section, the pairwise relationships of the variables were evaluated with Pearson correlation test and the conceptual model of the research was tested with structural equation modeling test with AMOS software. Also, mediation relationships were tested using the Sobel method.

The online-to-offline service platform channels provide tourists with innovative tools to get service information, order travel package online (via apps) and check-in offline almost instantly. The main purpose of this research is to discover the effect of information quality (including intrinsic information quality and contextual information quality) and service quality (including convenient service quality and accessible service quality) perceived from online to offline based mobile shopping applications with perceived privacy protection on the delight of tourists and the reputation of the tourism brand. The findings indicated that the information quality (including the intrinsic information quality and the textual information quality) and the quality of services (including the convenient services quality and the accessible services quality) perceived from online to offline mobile shopping applications with the protection of privacy perceived on the delight of tourists and tourism brand reputation is effective and all hypotheses were confirmed.

In today's world, searching for information online is very important and common for tourists to make decisions. In recent years, online to offline has been used as a new e-commerce model. This research shows that all dimensions of a mobile phone shopping application, such as the information and services quality provided, privacy protection, are effective on delight of tourists and ultimately the brand's reputation. In fact, considering the wide importance of information needed by tourists, the validity of this information, considering the quality of intrinsic and textual information in applications is very important and effective. On the other hand, the quality of the services provided in these types of applications, easier access and their appropriateness are also factors that should be considered in this type of shopping applications. On the other hand, the higher the quality of information and services, the more the privacy of people in the online world is preserved and the delight of tourists increases. This delight of tourists also improves and increases the reputation of the attitudinal and behavioral brand.This study investigates the impact of information quality including (intrinsic information quality and contextual information quality) and service quality (including the intrinsic information quality and the textual information quality) perceived from online to offline mobile shopping applications on delight of tourists and the behavioral and attitudinal reputation of the tourism brand. For this reason, the research model of Kim et al. (2021) is used, which was added to it with the researcher's innovation of the brand reputation variable. The results showed that the information quality intrinsic information quality and contextual information quality) and service quality (including the intrinsic information quality and the textual information quality) perceived from online to offline mobile shopping applications are effective on the delight of tourists and the behavioral and attitudinal reputation of the tourism brand. This research concludes that the quality of information provided in mobile shopping applications is important for tourists, especially European tourists in Iran. The quality of intrinsic information and the quality of textual information significantly affect tourists' perception of information quality, and this quality of information has an effect on the delight of tourist. Therefore, tourism industry managers should describe their products and services with detailed and accurate information. When providing it in mobile shopping applications, such as online-to-offline platforms, since the accuracy of information is a key feature of inherent information quality, practitioners in this industry must also thoroughly ensure that the data provided is up-to-date and reflect consumption transactions. Also, the results showed that convenience and high accessibility positively increase the perceived service quality of online to offline platforms. Based on this, tourism industry managers should create easier access for services. In particular, since new phone models are released frequently nowadays, mobile shopping applications must have compatible payment systems to remove barriers to tourists' purchases. Therefore, according to the available results, it is only in this case that mobile shopping applications can have high accessibility and convenience to affect the quality of mobile shopping application services. Another thing that was investigated in this research was the protection of privacy. The results show that privacy protection is a very important factor in creating the delight of tourists, this issue is observed in all the countries of the world that have achieved the technology of mobile shopping applications. Unfortunately, today, some technological advances endanger their privacy from the point of view of customers. For example, CCTV cameras, which are in most tourist places and should protect the safety of tourists, can violate their privacy, or artificial intelligence, which has many capabilities, in the view of some people, spies on their information and violates their privacy rights. Therefore, in the researcher's point of view, despite this level of concern in the world, tourists in our country also have concerns about privacy and take into account the care of their privacy when evaluating the quality of online services. As discussed in this study, managers should be confident that their security systems do not violate tourists' privacy to directly contribute to delight of tourist and brand reputation. Based on the results, it can be suggested that high-quality information helps customers who want to effectively find information on a specific topic and helps customers avoid unnecessary efforts to process useless information. Therefore, providing high-quality information can increase the delight of tourist. Tourism booking and review websites need to improve their entertainment element and create a more interactive and interesting experience for those browsing them. The information provided by the websites must be useful and up-to-date, match the needs of the user and provide links to other websites relevant to these users. By informing tourists about developments, sales plans, product updates and any other content they may find interesting and relevant, it helps to improve delight of tourists and ultimately brand reputation. Also, when tourists have a problem, they can be assured that they can talk to a genuine, caring and ideal person in person or on the phone. Even in the digital world, people like to connect with others. Since this research has a new topic in the field of technology in tourism, the researcher recommends that in future researches, this topic should be investigated with other statistical communities such as local tourists, international tourists, specific hotel guests and other sectors.

In contemporary society, the pervasive integration of information technology into the fabric of human existence has become a focal point for many healthcare service providers. This phenomenon has ignited significant interest and exploration, primarily due to the widespread embrace of innovative service models within the health sector. The advent of information technology has ushered in a transformative era, redefining the landscape of healthcare delivery. Adopting novel service styles has emerged as a cornerstone in enhancing the efficiency, accessibility, and overall quality of healthcare services. Electronic health records, telemedicine, and health monitoring applications are myriad manifestations of this technological revolution. These advancements streamline administrative processes and facilitate seamless communication between healthcare professionals and patients. Moreover, integrating data analytics and artificial intelligence has empowered healthcare providers with valuable insights, enabling personalized and proactive approaches to patient care. As technology advances, the symbiotic relationship between information technology and healthcare is poised to revolutionize the industry, fostering a future where precision medicine, remote patient monitoring, and virtual consultations become integral components of a patient-centric and technologically enriched healthcare ecosystem. This paradigm shift holds the promise of not only improving health outcomes but also democratizing access to quality healthcare services on a global scale. Among the various information technology facilities, social media, particularly social networks, is increasingly utilized by individuals and groups of varying types. Despite crises like the COVID-19 pandemic, service providers have been compelled to offer non-presential services by leveraging information technology platforms.Providing non-presential services, especially in the healthcare sector, plays a crucial role in crises and significantly influences the effectiveness of crisis management. This is evident in how these services efficiently address emerging healthcare needs. Social media, a prominent aspect of information technology, enjoys widespread popularity among individuals from diverse age groups. The extensive reach of social media platforms across various age demographics highlights their pervasive influence and underscores their potential as assertive communication and information dissemination tools during crises. The broad user base of these platforms further enhances their effectiveness in reaching and engaging different segments of the population, thus amplifying their impact on crisis communication and management strategies. The provision of services in a non-presential manner has become increasingly important, particularly in the health and hygiene sector. This is especially true in developing countries with significant disparities in healthcare facilities and uneven access to relevant amenities and professionals. Given the high influence of social media among diverse groups, delivering services through social media platforms has become imperative.In developing nations, social media platforms are often more accessible and user-friendly than other information technology facilities. As a result, these platforms can serve as practical tools for delivering health services. Addressing these countries' requirements and prerequisites for implementing this technology can significantly contribute to successfully establishing Electronic Health 2.0 services. The current study presents a framework for identifying the requirements for delivering health services through social media platforms (Electronic Health 2.0) in developing countries.of thematic analysis involved becoming familiar with the data through extensive readings of the text, identifying noteworthy codes by the researcher, generating preliminary codes, transforming the initial codes into organizing

This study was carried out utilizing a qualitative methodology. Thematic analysis was applied to analyze the data at three hierarchical levels: fundamental, organizing, and all-encompassing themes. The process themes, revisiting the codes, and categorizing them into overarching themes. Ultimately, a report presentation was drafted. Moreover, MAXQDA10 software was used for coding to facilitate the data analysis. The research took place over five months (from February 2021 to July 2021) in Iran, a developing country. The necessary data were collected through semi-structured interviews using purposive sampling from a population of IT professionals and researchers in electronic health. This group of experts had criteria such as research experience, academic background (relevant qualifications) , and a work history of over three years in information technology and electronic health. Individuals meeting at least two out of the three criteria were selected from this group. Additionally, the purposive sampling method was employed for the sampling process. Considering theoretical saturation in the twentieth interview and conducting two more interviews to ensure the results, a sample size of 22 participants was deemed sufficient to access the research data effectively.

In the initial phase, 70 fundamental themes were derived from the analysis of interviews. Subsequently, foundational codes were organized into 13 organizing themes and categorized into five overarching themes. The research results indicate that the requirements for providing healthcare services in the realm of social media (Electronic Health 2.0) for developing countries encompass infrastructural necessities (hardware provisioning and development, software provisioning and development, security provisioning, and data features) , organizational aspects (individual-level and managerial-level issues) , environmental considerations (attention to complexities, institutionalization, and development of the information society) , operational factors (provision and development of regulations, research execution,and development) , and communicative elements (development of interaction and participation, and access development).The technical requirements for developing Electronic Health 2.0 services in developing countries encompass infrastructure needs, particularly information technology. This is the basis for delivering services in the Electronic Health 2.0 domain. Addressing and developing various hardware requirements for Electronic Health 2.0 services, such as using local data centers for storage, having backup equipment for potential failures, improving bandwidth through fiber optic network development to enhance internet access, facilitating communication tools like smartphones, and emphasizing the use of information systems among healthcare providers are critical hardware needs for Electronic Health 2.0. Providing various applications for developing Electronic Health 2.0 capabilities, such as intelligent domain software for data analysis and service provision based on user activity history, utilizing local social networks for better management and control, and promoting user engagement in these networks, as well as leveraging the latest software advancements like IPv6 and 4G and 5G networks, will have a significant impact. In pursuing Electronic Health 2.0 services, seamless data and information transfer in all formats is essential. Ensuring accurate and up-to-date data transmission requires meticulous attention. Safeguarding data integrity from unauthorized changes is crucial. Security is a paramount requirement in the development of Electronic Health 2.0. The foundation of social media platforms poses significant risks to security and privacy. Therefore, deploying identity verification systems and data encryption is instrumental in preventing unauthorized access. Educating users about security issues, such as social engineering phenomena and various types of malware, is vital.Environmental requirements for developing Electronic Health 2.0 services in developing countries include community preparedness and strategies for institutionalizing these services. Institutionalization involves fostering trust, diverse media advertising, altering user perceptions, facilitating easy and swift access, delivering services according to user experiences, and creating a positive service experience. These efforts culminate in the institutionalization of Electronic Health 2.0 services. One of the critical requirements in developing Electronic Health 2.0 is establishing an information society. This involves educating various groups, especially healthcare specialists, to share their information on the Electronic Health 2.0 platform. Encouraging collaboration and sharing information to control information asymmetry contributes to developing an information society. The dynamic environment, characterized by constant technological advancements, poses challenges that require adaptive strategies. Aligning with new changes, addressing economic pressures, delivering cost-effective healthcare services, and relying on local health experts to manage political conditions, such as sanctions, can effectively address these complexities.The operational requirements for developing Electronic Health 2.0 in developing countries include preparing the necessary legal infrastructure and conducting feasibility research. As Electronic Health 2.0 moves towards a virtual space, designing long-term and short-term programs, revising or formulating new laws, and communicating changes clearly to users become pivotal. Establishing communication standards and guideline principles is highly significant. Research activities and leveraging successful experiences from leading countries inElectronic Health 2.0 are vital requisites. Conducting research, feasibility studies, and designing a maturity model to identify the current and desired state of Electronic Health 2.0 can effectively guide the development of these services. In conclusion, the multifaceted landscape of Electronic Health 2.0 demands a strategic approach to address data transfer, security, environmental readiness, information society development, and operational efficiency in developing countries.The organizational requirements for advancing Health Informatics 2.0 in developing countries encompass issues related to electronic health service providers. At the managerial level for government service providers, various obligations exist. Among these, crucialconsiderations include the need for altering existing workflows or designing new processes, transitioning organizational structures towards flat structures to harness all ideas, the significance of managerial support for new service delivery models, periodic evaluations, and facilitating access to data for transparency. Ensuring human resource requirements within Health Informatics 2.0 involves hiring specialized human resources in social media, conducting training courses to enhance electronic literacy, precisely defining responsibilities, and ultimately facilitating organizational learning.The communication requirements for developing Health Informatics 2.0 in developing countries involve fostering collaboration and communication among diverse groups in the new service delivery paradigm. Establishing mutual and collaborative partnerships in the healthsector through social media is considered crucial. The importance of developing collaborations across government and private health sectors is emphasized, enabling increased participation in service provision and involving various health domain experts for collective problem-solving. This approach relies on collective knowledge and facilitates quick feedback on provided services, highlighting the importance of timely responses to inquiries and consultations, along with easy tracking of submitted requests. Facilitating access to health and hygiene experts for consultations, 24/7 access to accurate and up-to-date health information, swift responses to questions and consultations, and ensuring easy tracking of submitted requests are among the essential requirements for E-Health 2.0.

In addressing the myriad challenges faced by developing countries in the realm of healthcare, it is imperative to acknowledge and tackle issues such as unequal access to information and healthcare facilities, socioeconomic class disparities, limited access to specialized medical professionals, and a general lack of awareness among citizens regarding healthcare matters. These challenges collectively hinder the adequate provision of healthcare services in these regions. A pivotal solution to these challenges lies in strategically utilizing information technology infrastructure. In particular, leveraging the high social media penetration rate emerges as a promising avenue for delivering healthcare services to diverse populations. Social media platforms can act as a robust and inclusive medium, bridging gaps in healthcare accessibility and promoting awareness among the populace. To streamline social media integration into healthcare services, an in-depth understanding and application of the Health Informatics 2.0 framework become paramount. This framework encompasses various dimensions, including infrastructural, organizational, operational, environmental, and communicative. By identifying and leveraging these components, policymakers, managers, and planners in developing countries can pave the way for a more seamless incorporation of social media in healthcare strategies. Enhancing access for service recipients is a central aspect of this approach. By doing so, the potential to provide healthcare services extends beyond temporal and spatial constraints. Using social media becomes a catalyst for transcending geographical barriers, offering healthcare solutions to individuals irrespective of their location and the limitations posed by traditional healthcare delivery models. In light of this, developing countries can embark on a trajectory of progress, armed with preparedness and a comprehensive understanding of the Health Informatics 2.0 model. This model serves as a guide, outlining the requirements for successful implementation. The strategic alignment with this model empowers nations to harness the benefits of information technology in healthcare, fostering improved outcomes and accessibility. For the effective implementation of the research outcomes and the successful adoption of Health Informatics 2.0, it is recommended to create awareness and education conditions for service providers and users. Empowering individuals with knowledge about the capabilities and advantages of this innovative healthcare approach is crucial for its widespread acceptance and utilization.Furthermore, a critical aspect of the research agenda involves directing attention toward formulating or modifying laws governing social media in the healthcare domain. Clear and supportive legal frameworks are essential for the ethical and secure use of social mediaplatforms in healthcare services. Simultaneously, ensuring a robust information technology infrastructure is pivotal for seamlessly integrating these services, ensuring data security, and facilitating efficient healthcare delivery.In conclusion, harnessing information technology, primarily through social media, presents a transformative solution to healthcare challenges in developing countries. Embracing the Health Informatics 2.0 framework, focusing on awareness, education, legal considerations, and infrastructure, nations can facilitate a paradigm shift towards inclusive and accessible healthcare delivery. This comprehensive approach enhances the reach and efficiency of healthcare services and fosters a sustainable foundation for addressing the unique healthcare needs of diverse populations in the developing world.

Today, internet-based technologies have brought new transformations to human life. Customers are able to compare products offered by sellers around the world to buy their online products. On the one hand, the widespread use of these technologies provides benefits for online companies that are constantly increasing. The importance of this issue is felt when there is a lot of competition between a large number of similar companies with different types of services. Now, companies are using social media technologies to advertise information about their brands. Social media are a good option for accessing and collecting information from other consumers. These media are widely used for social media marketing and provide various methods for marketers to reach and interact with consumers. Social media marketing refers to "the use of social media technologies, channels, and software to create, deliver, exchange, and provide offerings that have value for the stakeholders of an organization." Online marketing activities lead to the development of knowledge among users, empowering users from predictions about their future businesses, monitoring customer behavior through changes in the content produced, attracting new customers, increasing sales, and fast use and saving time. The goal of social media marketing is to help companies increase market share and customer purchase intention.  Today, social media marketing plays a fundamental role in influencing purchase intent due to its ubiquity among consumers. These platforms provide essential information that guides purchase decisions and simplifies decision-making. Purchase intention is an activity in which consumers consider purchasing a product or a service. Purchase intention is the likelihood that a consumer will continue to purchase in the future. Consumer purchase intention can be influenced through the sharing of information or engagement in conversations and comments from other consumers. A strong presence on social media significantly affects purchase intention and builds customer trust. On the other hand, marketers consider brand trust as an important and relevant concept to purchase intention. Brand trust is defined as the willingness of consumers to rely on the power of the brand to fulfill the stated goal and the belief that the brand has the ability to deliver the promised benefits. Studies that have been conducted in the past have stated that brand trust is a precursor to purchase intention. Sung & Kim (2010) and Ellitan, Havina & Lukito (2022) believe that brand trust is considered as a variable that has a significant impact on purchase intention. For many years, brand attitude has been an important topic of research in marketing. Therefore, marketers consider it the most important predictor of consumer behavior towards a product or service. Basically, brand attitude refers to the consistent preference of consumers towards a specific brand and the overall evaluation by the consumer towards the brand. Attitude towards an object (including a brand) includes salient beliefs that are acquired through experience and can fluctuate positively or negatively as a function of past experiences. A favorable attitude towards a  brand increases the likelihood of consumers continuing to use it in the future. Consumer attitude typically has a strong influence on their purchase intent. One of the growing global trends in Iran is the increasing demand for luxury goods. The luxury goods market has attracted the attention of researchers and marketing professionals due to its rising growth rate. In 2017, the global market for luxury fashion goods exceeded $1.2 trillion. It is expected that by 2030, approximately 500 million consumers will be luxury fashion customers. Research also shows that about 80% of the global luxury market is influenced by digital technology, and it is expected that online sales of luxury brands will reach 20% of total transactions by 2025. Many luxury brands now have official pages on social media platforms such as Facebook and Instagram, where they publish news about their products and brands. In Iran, luxury fashion brands are trying to achieve profitability by targeting a specific target group. Despite their significant activity on social media, these brands have not been successful in attracting customers through this channel. In addition to increased competition in the domestic market, the import of foreign brands with official dealerships or the entry of these brands and their original counterparts from unconventional channels are serious threats to the Iranian fashion market. Additionally, unofficial pages selling fashion products on social media or the sale of personal luxury products have made these items more accessible to interested individuals and made the competition more difficult. Despite the activities of luxury fashion brands on social media, these activities are not interactive and feedback is not received from customers about the products and services of these brands. As a result, these brands have not been successful in attracting customers, creating positive attitudes, and gaining their trust to the desired extent. Therefore, it is necessary to examine and identify the factors affecting the purchase intention of consumers of luxury clothing brands, including social media marketing, brand attitude, and brand trust, in order to help improve knowledge and improve planning in this field. Despite the importance and expansion of social media marketing in the country, not many studies have been conducted to identify the impact of social media marketing on purchase intention for luxury products. The researchers of this study, after reviewing the research background, found that the role of brand attitude and brand trust in the relationship between social media marketing and customer purchase intention has not been considered in both foreign and domestic research. Given the research gap in this area, the present study investigates the impact of social media marketing on the purchase intention of consumers of luxury clothing brands, taking into account the mediating role of brand trust and brand attitude, which has not been studied before.

The present study has a quantitative approach and is applied in terms of purpose. In terms of nature and method of data collection, it is descriptive-survey. The statistical population of this study is all consumers of the luxury brands Paten Jama, Charm Mashhad, Salyan, Denis Trico, and Navin Charm in Iran, who follow the social media pages of these brands. The reason for choosing these brands is that they all have active representative pages on the social media platform Instagram. This is because it makes it possible to identify followers of these brands and people who are attached to these brands. Given the unlimited nature of the statistical population and the lack of access to the entire target population, the sample under study was taken using the available sampling method. In this way, the online questionnaire of the present study was shared with the followers of the Instagram pages of these brands. Due to the unknown size of the population, the sample size was estimated at 385 people using the Cochran formula.The questionnaire for the present study was prepared with 27 questions using a five-point Likert scale. A set of standard questionnaires from previous studies were used to measure the variables under study. The questions for the social media marketing variable were extracted from the standard questionnaire of Cheung, Pires & Rosenberger (2020), the questions related to purchase intention were extracted from the questionnaire of Lakshamana (2018), the questions for the brand attitude variable were extracted from the tool questionnaire of Qasemi and Vesta (2014), and the questions for the brand trust variable were extracted from the research questionnaire of Yazdani, Ronagh, Laqayi and Mostafshar (2019). In this study, the validity of the questionnaire was obtained through expert review. The questionnaire was sent to six experts and university professors who had at least five years of experience in the field of research, and after the necessary modifications, the validity of the questionnaire was confirmed. The reliability of the questionnaire was also obtained using the Cronbach's alpha coefficient. The questionnaire was distributed among 31 people, and a Cronbach's alpha coefficient of 92% indicates the appropriate reliability of the questionnaire. In this study, Amos software and path analysis method were used to analyze the relationships between dimensions and indicators.

Social media, as a powerful and successful marketing tool, helps companies to connect activities and interactions between consumers with the brand in a more enjoyable way than ever before. The purpose of this study is to investigate the impact of social media marketing on consumer purchases through brand trust and brand attitude. The findings indicated that social media marketing has a positive and significant effect on brand trust and brand attitude. In addition, brand trust and brand attitude have a positive and significant effect on consumers' purchase intention; Also, social media marketing affects purchase intention through brand trust and brand attitude.

Today, marketers are increasingly concerned with understanding how social media is used in the purchase decision process. Social media offers marketers numerous opportunities to connect with consumers and build more meaningful relationships with them. Social media also provides opportunities to create and share marketing content with target audiences. Social media users have an easier time making decisions and enjoying their work compared to those who use other information sources. In the luxury brand sector, social media also appears to play a key role in the success of a brand. Studies have shown that luxury brand marketing on social media has a positive impact on consumers' favorable perception of luxury, luxury desire, and purchase intention. This study investigated the application of the social media phenomenon in marketing. To this end, it conceptualized the use of social media in marketing and evaluated its impact on consumers' purchase intention of luxury brands with the mediating role of trust and brand attitude. The findings suggest that the use of social media improves consumers' attitude and trust during the initial stages of information search and alternative evaluation. In this study, 6 hypotheses were tested. The results of the first hypothesis showed that social media marketing has a positive and significant impact on consumers' trust in the brand. Social media marketing is considered an effective tool in developing customer relationships. In addition, these interactions create trust and reduce uncertainty that may prevent customers from interacting with brands and making online transactions. Therefore, the higher the quality and informativeness of a social media, the greater the consumer trust in a brand. This means that brand trust is influenced by social media marketing. The findings of this study support the results of previous research. For example, a study by Amalina & Tiarawati (2016) found that if social media marketing is managed effectively, brand trust increases. This is because the transfer of good information creates the perception that the brand can meet the needs of the consumer. Chahal & Rani (2017) also stated that social media experience is an important driver of trust in a particular brand. The existence of social media makes it easier for marketers to reach a wider range of consumers. The results of research by researchers such as Ibrahim (2020) and Behnardi & Rogers (2018) also confirm the positive impact of social media marketing on brand trust. The results obtained from the confirmation of hypothesis number 2 of this study show that social media marketing has a positive and significant impact on consumers' attitudes towards the brand. Social media marketing can be an effective tool for interacting with the community, providing information, and receiving feedback, which leads to increased brand attitude (Poluan, Pasuhuk & Mandagi, 2022). The result is consistent with the instrumental research of Qasemi and Vesta (2014). The third hypothesis investigated the direct effect of social media marketing on consumers' purchase intention, the result of which is in contrast to the findings of the studies of Laksamana (2018) and Alfilo Ansari (2019).The result obtained from the confirmation of the fourth hypothesis of the present study shows that consumer trust in the brand has a significant effect on consumer purchase intention. It can be interpreted that the level of trust in a brand is taken into account by consumers in decision-making for product purchase. Based on the theory of planned behavior, the control belief of a decision relates to the activities that have been carried out, so this can be affected by brand trust because, according to Delgado-Ballester et al. (2003), brand trust includes hope, honesty, and concern. Expectations refer to promises that must be fulfilled in connection with consumers. Honesty refers to the consistency between words and actions in dealing with any situation experienced by consumers. Attention refers to a form of empathy that shows attitude towards consumers when faced with product-related problems. The result is in line with the previous studies of researchers such as Chae, Kim, Lee & Park (2020) and Song and Kim (2010). Ibáñez, Hartmann, & Calvo (2006) also showed that brand trust directly affects purchase intention, and this is very relevant when customers decide to change brands due to the high level of perceived risk and ambiguity. In the fifth hypothesis, the direct and significant effect of consumer attitude towards the brand on purchase intention was confirmed, meaning that a positive attitude towards a brand increases the percentage of brand acceptance probability and affects consumer purchase interest, purchase intention, and willingness to pay more. This result is in line with the findings of studies conducted by Qasemi and Vesta (2014), Yu, Liu, Lee, & Soutar (2018), and Li, Li, & Yang (2017). Finally, hypotheses 6 and 7, which tested the effect of social media marketing on purchase intention through brand trust and brand attitude, were confirmed. Therefore, the results of this study show that social media marketing cannot have a positive effect on consumers' purchase intention without the role of the mediating variables of consumer attitude and brand trust. This itself shows the importance of consumer attitude and trust in the brand in the effect of social media marketing on consumers' purchase intention.