Importance and Role of Social Networks in Trusting E-Commerce (B2C)

The present study was conducted to provide a model for the importance and role of social networks in order to trust e-commerce (B2C) using grounded theory method. Participants were theoretically selected and included 20 experts and specialists based on the criteria considered by the researcher. The data collection tool was an interview and the data analysis method was performed using coding and categorization of categories and themes. The results based on the proposed model showed that familiarity with the internet and cyberspace is one of the requirements and preconditions for entering the field for sellers and buyers in e-commerce. The use of national media to localize e-commerce and promote public media literacy was another result of this study. Other issues included supporting the start-up of internet businesses, building hardware and software infrastructure, implementing security protocols to prevent internet fraud to institutionalize trust in e-commerce in society. Based on the overall results, the media, particularly social networks, are the main tools for transmitting information and ideas at community level, which can help the development process of society by creating new ideas and thinking and promoting it every day.