Investigate the relationship between social media usage and online shopping experience and pre-purchase consumer search

The aim of this study was to investigate the role of social media on the online shopping experience and pre-purchase consumer search. This research is applied in terms of purpose and descriptive-correlation method with quantitative approach. The statistical population of the study was the customers of Ofogh Kourosh chain stores in Tabriz. 150 people were selected as the sample using the Morgan-Krejcie table by random sampling method. In this study, SPSS software was used to analyze the findings and Pearson parametric test was used to test the hypotheses. Based on the research findings, the value obtained for Pearson correlation coefficient between social media use and online shopping experience (r = 0.634) was significant at the alpha level of 0.05 P <0.05. Also, the value obtained for Pearson correlation coefficient between social media use and consumer pre-purchase search (r = 0.740) at the alpha level of 0.05 is significant P <0.05. In general, the results showed that the use of social media has a positive and significant relationship with the online shopping experience and consumer pre-purchase search.