بررسی رفتارهای تجاری مبتنی بر تعامل کاربران برون‌گرا در شبکه‌های اجتماعی: رویکرد توصیفی–تحلیلی

The present study was conducted to examine commerce-related behaviors based on the interactions of extraverted users in social networks. This research was carried out using a descriptive–analytical method, adopting a review-based approach grounded in the analysis of a number of recent related studies and the theories presented therein. The findings indicate that extraversion, as one of the most significant personality traits, has a direct effect on the level and quality of user interactions, transforming such users into active content creators, promoters of electronic word-of-mouth advertising, and facilitators of brand co-creation value. Extraverted users, with their strong tendency to like, comment, share, and initiate online conversations, play a significant role in enhancing brand visibility and gaining the trust of other consumers. Furthermore, the analytical results suggest that these interactions can significantly influence purchase intention, consumer decision-making, and even the emergence of impulsive buying behavior, as the strong social presence of these users creates an emotional and trust-inducing environment in social networks. Nevertheless, concerns related to privacy and the management of personal data may limit part of their willingness to share content. Accordingly, the need to design transparent and secure mechanisms in social commerce platforms becomes increasingly evident.