Identifying and Ranking the Effective Factors on Successful Implementation of Social Commerce in Iran, Using AHP Fuzzy

Social commerce has been introduced as a new approach to increase sales, number of customers and reduce marketing expenditures. This approach is a combination of business, communication between people, as well as communicative and informative technologies based on web 2.0 Its achievement originated from different factors relied on business, individuals, culture, and technology. These factors have been primarily identified on the basis of library researches and classified into six infrastructural groups including: technical, economical and human resources, cultural, rules governing the countries, style of management, and business. Then, it identified priority of the factors by using the fuzzy analytic hierarchy process (AHP). Innovation of this research was to extract a comprehensive list of factors and to prioritize them based on specific conditions in Iran.