Social Commerce:the Effect Of Trust In Seller On Consumers Continuous Purchase Intention: Mediating Role Of Brand Trust

Social Commerce:The Effect of Trust in Seller on Consumers Continuous Purchase Intention: Mediating Role of Brand Trust Seyyed Samad Hosseini *, Salahaddin Akramizadeh, Vahid Norouzi 1. Prof.assistant, Faculty of Economics and Manegement, University of Tabriz, [email protected] 2. Master of Business Manegement, Faculty of Economics and Manegement, University of Tabriz, [email protected] 3. Master of Business Manegement, Faculty of Economics and Manegement, University of Tabriz, [email protected] Abstract Objective: Today, e-commerce plays a significant role in the revenue of countries around the world. With the spread of the global Internet, this issue has doubled. On the other hand, social media have become very popular among people, which has increased the number of Websites Search Traffic (which is defined as site visitors per day) . This has increased the activity of people in social commerce. For this reason, companies active in this field have started a tough competition to attract users and their trust. This study intends to evaluate the effect of Trust in seller on the consumer's continuous purchase intention in the C2C social commerce with the mediating role of brand trust and the moderating role of Promotion. Methodology: The population of the study is the buyers and sellers of the Sheypoor social