Customer behavior as a result of marketing in social networks: the role of social network marketing activity and customer experience in Digikala internet company

Business in social networks, is an emergent phenomenon which is attracted by many researchers. In social network spaces, customers are able to communicate, so investigating their mutual relationship is important. the aim of this research is to study the effect of attendance in social networks on the attraction and valuation of customers in e-commerce. The current study is of correlational – descriptional type. As the study society of this research is unlimited people, 384 were selected and study as the study specimen based on Murgan table. The validity of question are was. Proved by 5 elites of university. the study reliability was approved by kroon- back alpha test. Results obtained from study hypo theses were measured by PLS smart structural equation. They implied the effective role of business in social networks in customer attraction, they also showed that this effect is made through the mediatory and variable role of customer valuation and cohesion.