The role and importance of social networks in Electronic Marketing based on Fuzzy Analytic Hierarchy Process

The advent of modern communication technologies, has created a fundamental change in the structure human interaction and communication. Consequence, is the formation of a new type of human interaction that the possibility of human communication expand to beyond time and space. Which has consequently because social networks will be virtual. The most important thing that after thedevelopment of social networks in the world created, is the subject as of trade on social networks. So e-commerce in recent years has attracted a lot of attention in the field of information and communication technology. Therefore, in the research introducing the business, investigation the role and importance of social networks In the E-marketing and factors affecting the acceptance of such trade on the basis of a descriptive survey study in Small and medium companies of the food industry of west of Tehran Is discussed. In order to achieve purpose of the research first information required of area by using existing data sources and interviews with relevant experts collected and continue by applying multi-criteria assessment approach and in particular using Fuzzy Analytic Hierarchy Process discussed evaluation, data analysis. Research results suggests the fact that 5 internal factors, support, land, technological and environmental, are the most important factors affecting in the acceptance ofsuch trade. Therefore, in this study, by using Fuzzy Analytic Hierarchy Process (AHP) ratings of these factors and measure their effectiveness on acceptance of e-commerce we have discussed in the context of virtual networks.

کلیدواژه ها:

E-commerce ، small and medium companies ، food industry ، social networks ، fuzzyhierarchical analysis