Study of Social Media Roles in Export Field, Case Study Zanjan Province Exporter Companies

The purpose of this study is to determine the role of factors having effects on acceptance and usage of social media since export industry plays a key role on the economy and social media are having noteworthy effects on today's business. Statistical population of our research includes executives of active Commerce and Export Departments in Zanjan Province. Descriptive statistical methods were used for data analysis and structural modeling technique with partial least squares approach is used to test the model hypotheses. Results of the study show that the variable of belief in social media capabilities has a significant positive effect on the variables of social media attitude and intention to use social media. Moreover, the attitude toward social media has a significant positive impact on the intention to use social media. However, the results show that in the studied companies, the export-dependent moderator variable does not have a significant positive effect on the relationships among other variables.