ملیحه اناری

Introduction : Considering that it is necessary to pay attention to ethical values ​​in marketing and also limited research has been done in this field in our country. The present research aims to study the impact of social commerce on the electronic loyalty of customers with an emphasis on ethical values ​​among customers of Shahre Ketab in Iran. Material and Methods : This research includes two qualitative and quantitative phases. In the qualitative phase, the community included all managers of Shahre Ketab Institute and the statistical sample included 12 managers of Shahre Ketab. The method used in the qualitative phase was the meta-synthesis. In the quantitative phase of the research, the statistical population included experts selected in the qualitative phase. The techniques used included fuzzy Delphi and interpretive structural modeling. Excel and MATLAB software were used to analyze the data of this section. Results : The findings of the qualitative section indicated the extraction of 196 primary codes and 23 components for the variable of social commerce and 64 primary codes and 15 components for the electronic customer loyalty variable. Based on the findings of the quantitative phase, among the 23 components of social commerce, 6 components were approved, and among the 15 components of electronic ethical loyalty of customers, 5 components were approved. Based on the results of interpretative structural modeling, the components of social business were placed in three levels. Conclusion : Considering the importance of the role of moral values ​​of customers in creating electronic loyalty in the context of social commerce, it is necessary to pay attention to the role of ethical values ​​and the effects of this variable on creating electronic loyalty of customers.