The major role of the media in shaping public opinion has led to the great importance of the media. In other words, due to the increase in interactions that people have with each other in various ways, including through the online social network, these interactions caus More
The major role of the media in shaping public opinion has led to the great importance of the media. In other words, due to the increase in interactions that people have with each other in various ways, including through the online social network, these interactions cause people to be culturally and socially close to each other, and consequently these commonalities create interests and choices. Become subscribers; therefore it can be important to examine the impact of these interactions on customers' perceptions of trust in the brand in question. This research is applied in terms of purpose and in terms of method is among the descriptive-survey research. The research community is Vitex brand customers located in Mashhad. The sampling of this research is using Morgan table and 384 customers that the data were collected through the questionnaire of Parmita et al. (2021). In order to analyze the data, structural equation modeling was done with pls software. The results showed that the brand experience has a great effect on the social interactions of Vitex brand consumers. Also, the general trend towards online social interaction has had a positive and significant effect on social interaction. General tendency towards online social interaction moderates the effect of brand experience on social interaction, and finally, consumers' social interactions did not have a significant effect on their Verbal communication.
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