خلاصة:
This study has been evaluated in order to investigate the factors in using social media with emphasis on public relations of Tehran metro. Since social media is an integral part of organizations and is one of the most important dimensions in helping public relations activities and leads to the development of organizational activities. To answer this question, qualitative and quantitative methods have been used, and for the qualitative part, from the interview to the theoretical saturation has been used, and after identifying the components and indicators related to the qualitative part, using Max QD software O coding has been done. Then, based on a questionnaire distributed among experts, influential and influential factors were identified and it was found that for social media, the main components of media communication and ease of use of social media as influential factors of the relevant model and social media information as The effective factor has been identified and presented for the public relations of Tehran metro and in conclusion.
ملخص الجهاز:
The presence of users from all over the world in these media and the formation of various social networks fuels the flow of information production, storage, processing, retrieval, and consumption more than ever before, which, unlike in the past, is not related to public affairs but to daily life, opinions, beliefs, and individual interactions, and more or less has a personal and private aspect (Bechranloo et al.
Availability, ease of use, and being free of charge are considered other advantages of web technologies that have played a role in their growing expansion, such that today researchers utilize public and scientific social media like continuous social networks 1, reference management tools 2, blogs and microblogs, 3 wikis 4, social peer reviewing tools 5, and other social web tools for introducing research activities, networking 6, establishing research communications with colleagues, staying aware of daily developments, sharing scientific productions, disseminating knowledge, and even finding job opportunities (Erfanmanesh and Hosseini, 2017: 1).
With the increasing accessibility of social networks among the general public and especially their mentioned capabilities for researchers in terms of disseminating scientific outputs, social media play a role 1 Online Social Networks 2 Reference Management Tools 3 Blogs & Microblogs 4 Wikis 5 Social Peer Reviewing 6 Networking important in increasing information literacy among members of society (Serrati Shirazi and Gol Taghi, 2018: 251).
The level of social media intention to use 3 is defined as an integrated set of technological resources that can create true competitive advantages and superior company performance based on a more effective information management system, leading to communication with customers and the reduction or even elimination of geographical distances.
(
, 
, 
)
