Investigating the Effect of Social Media Activities on E-commerce Satisfaction and Shopping Intention by Considering the Mediating Role of Trust and Moderating External Factors

With the advent of the Internet, social media has become an important tool for online marketing events. Individuals and companies both create fan pages on online platforms and expand business opportunities using social media. This research can be called applied research in terms of research purpose. The present study can be considered as a descriptive research of the correlation type and the type of structural equations. The present study can be considered as a descriptive research of the correlation type and the type of structural equations. Among the types of descriptive research methods, it is considered as a case study and is of quantitative type. The statistical population of the present study is all customers of Digi Kala online store. Therefore, the size of the population was considered unlimited and countable and the sample size was determined according to Cochran's formula of 384 people. The results show that this model helps users understand the intention to use social media. Social media marketing reaches the target audience and improves the impact of information transfer through a close and long-term relationship with the online community. Social media service providers need to consider how to increase the impact of social media marketing activities.