The role of social media involvement and tie strength moderation in relationship between trust and visit intention in the tourism industry of Tabriz

Today, accepting social media as part of tourism and business has led to the success of most industries in the world. Therefore, the purpose of this study is to analyze the role of social media involvement and tie strength moderating in relationship between trust and visit intention in the tourism industry of Tabriz. In this area, the social commerce information seeking is also the priority of this review. The statistical population of this study is domestic and foreign tourists of Tabriz which was selected by simple random sampling from 263 tourists' opinions. The present study is quantitative and structural modeling is used to measure the relationship between variables. The results of the data analysis show that, apart from the role of tie strength moderation in the relationship between social commerce information seeking and visit intention, all relationships were meaningful and significant. This study shows that when people are more aware of the target media, trust in the media increases the number of visits to the target location.