Investigating the effect of using a variety of marketing strategies in social networks to build customersʼ trust

The aim of this study was to investigating the effect of using a variety of marketing strategies in social networks to build customers’ trust. The population of this study consisted of all Iranian users of social networking sites that affected by companies advertisement. Also the sample size by using snowball sampling is 446. The research method was descriptive survey research and data collection tool was questionnaire. To test Hypotheses the partial least squares (PLS) technique and SmartPLS 3 software has been used. The results showes that all four variables, transactional, relationship, database and knowledge-based marketing strategies in social networks have a significant impact to build customersʼ trust.