The result of this analysis is the mathematical model governing each parameter and its semantic relation with the concept of social value. Using the mapping functions, the effects of each element in these three spaces on the concept of social values have been analyzed. This classification is based on the e-commerce and developing the traditional commerce. These affecting factors are categorized in three major groups: culture, technology and customers. In this paper, while analyzing the issue of trading from the point of view of the customer as an element of trading, the affecting factors the trading space have been extracted. This mathematical model is also able to describe the degree of adaptability of e-commerce systems to the social values of specific clients, and commercial firms are able to use the parameters described in this paper to increase the versatility and has the power to trade with special customers in different areas. This paper aims to propose a mathematical model for describing and clarifying the relationships among the indicators governing the social values of special customers in business-to-consumer (B2C) e-commerce systems. Keywords: Brand trust, digital media advertising, consumer behavior intention The current investigation had a few confinements, and toward the finish of proposition further proposals have likewise been given. In the greater part of the examination considers, the moderating impact of brand trust has been overlooked in the earlier investigations, and the present investigation has filled this gap. Also, brand trust moderated the connection between the digital media marketing and the consumer behavior. The outcomes demonstrated that the digital media advertising had a noteworthy and beneficial outcome on the consumer behavior. The confirmatory factor analysis and the structural equation model technique was used to examine the information. 150 questionnaires were appropriated among the consumers. The information were gathered utilizing the convenience sampling and through the survey procedure. The consumers of brand client in turkey were the members of this examination. Additionally, the moderating impact of the brand trust on the connection between the digital media advertising and the consumer behavior was examined. The present investigation was done to distinguish the impact of the digital media marketing, brand trust on consumer behavior.
The results of IPMA showed that "buy products that use biodegradable material in packaging", "buy those products that are picked up and recycled", and "buy biodegradable products even if they belong to a less well-known company" show desirable performance and high importance and there is a great opportunity for expansion in this area. Furthermore, the Importance-Performance Matrix Analysis (IPMA) was investigated as a strategic tool. Meanwhile, Necessary Condition Analysis (NCA) revealed that to reach a 50% level of consumers' sustainable purchase behavior, six essential necessary conditions are required: an eco-friendly con-sumers' attitude at no less than 50%, the trend at no less than 57.1%, word of mouth at no less than 45.5%, interaction at no less than 42.9%, customization at no less than 35.3% and entertainment at no less than 26.7%. The results indicated that an increase in Eco-friendly attitude positively increases the effect of word of mouth on consumers' sustainable purchase behavior. By use of convenience sampling, commonly used in quantitative studies to overcome bias, 450 out of 475 returned questionnaires were acceptable, showing a response rate of 94.7%. An online questionnaire was distributed on Instagram, Telegram, and What-sApp platforms as the most popular networks in the country. The statistical population of the study included Iranian users of online social networks with at least one online purchasing experience. This paper aims to investigate how social network marketing affects consumers' sustainable purchase behavior (CSPB) while considering the role of Eco-friendly attitude.