Maziar Karami - M.A. in Management Business of Administration of Electronic Commerce, Economy andManagement Department, Islamic Azad University of Shiraz, Iran

In the digital era, advertising and communication are going on in different ways, but the ability to establish clear communication and effective advertising is still of particular importance. Apart from relational and interactive methods, there are many reasons for establishing business, commercial, and organizational relationships. By maintaining communication and knowing the factors influencing the consumer correctly and purposefully, it is easy to maintain unity and continue joint activities. Therefore, in this article, we will examine consumer behavior in the future of business based on the approach of advertising parameters. The primary aim of this paper was centered on determining the direct and indirect impact of social media marketing features on the purchase decision of consumers through brand trust. Accordingly, a survey method is employed for collecting the data. preliminary information: To test our hypothesis, an experiment based on a real Facebook campaign was run, by comparing different kinds of messages. Moreover A naturalistic data set of ۱۷,۵۵۳ messages posted on Twitter by advertising workers was collected. plus, the proposes a research agenda based on identified opportunities and gaps, and offers guidelines for practitioners and policymakers to enable them to help consumers in improving self-regulation.

consumer-behavior, marketing, brand-trust, advertising, business