Simulation of explaining the role of Social Trust components on Advertising in Online Social Networks: moderating role of Innovative Culture

Today, social networks have expanded a lot and a wide range of people are members of these networks, regardless of social stratification. the functions and services of these networks are rapidly changing and evolving, as many of the daily needs and services of people are offered in these networks. the present research aims to provide a model to explain the influence of social trust components on advertisements in online social networks (with the moderating role of innovative culture). for this purpose, first, the articles, sources, and references related to the topic were reviewed and the desired components were extracted. the statistical population in this research included 7 university experts and information and communication technology managers selected by the snowball method. the necessary formulas for implementing the model were checked with the opinion of experts. the validity of the research model was confirmed after performing various tests in vensim software. after confirming the validity of the model, scenarios were developed and implemented. the results of the designed scenarios showed that the increase of social trust components such as the organization's credibility and security has the greatest effect on the effectiveness of advertising in online social networks.