پیوندهای مفید
آمار
| تعداد نشریات | 22 |
| تعداد شمارهها | 712 |
| تعداد مقالات | 10,258 |
| تعداد مشاهده مقاله | 72,013,187 |
| تعداد دریافت فایل اصل مقاله | 63,762,140 |
Providing an electronic marketing model in digital banking in Iran | ||
| International Journal of Nonlinear Analysis and Applications | ||
| مقاله 6، دوره 14، شماره 11، بهمن 2023، صفحه 63-74 اصل مقاله (2.01 M) | ||
| نوع مقاله: Research Paper | ||
| شناسه دیجیتال (DOI): 10.22075/ijnaa.2022.29270.4108 | ||
| نویسندگان | ||
| Faranak Afshinmehr1؛ Hamidreza Saeednia* 2؛ Zahra Alipour Darvishi2؛ Mansoureh Aligholi3 | ||
| 1Department of Business Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran | ||
| 2Department of Business Management, Tehran North Branch, Islamic Azad University, Tehran, Iran | ||
| 3Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran | ||
| تاریخ دریافت: 21 شهریور 1401، تاریخ بازنگری: 21 آذر 1401، تاریخ پذیرش: 05 دی 1401 | ||
| چکیده | ||
| Digitalization uses digital technologies to change the business model and create new income and production values. The vast technological advances and the rapid movement of human societies towards digital life are noticeable in all areas of life. Intelligence and using new technologies have become decisive elements in all aspects of human life, and banks are no exception. They must adapt to new conditions to survive in the competitive market and survive. The transition from traditional banking to digital banking is accompanied by profound and fundamental changes in the field of perspective redefinition, including the mission, role, and performance of banks in society; the fundamental changes in the business model based on information obtained from data analysis; the application of artificial intelligence; the changes in the income portfolio of banks; the strategic partnerships of banks with other industries; and the expansion of banks’ activities inside and outside the country. These are referred to as paradigm shifts in banking. Despite the importance and sensitivity of the issue, this is less known among businesses, customers, and even bank employees. Thus, it requires targeted marketing using new and effective technologies in the form of digital marketing. The present study was conducted to provide an electronic marketing model in digital banking in Iran. The research method was developmental-applied in terms of its purpose. In this research, the grounded theory method was used. The statistical population of this research included digital banking and marketing industry experts. Expert sampling was a non- probability (purposive) sampling. Sampling was done until theoretical saturation was reached. The current research used a semi-structured interview with experts with special conditions and characteristics (academic experts in the marketing field, university faculty members, and bank experts and managers). To this purpose, firstly, the concepts, categories, and dimensions of electronic marketing in digital banking were discussed, and then an electronic marketing model was provided in digital banking. After three steps of open, axial, and selective coding, ten variables and 32 indicators were extracted. They were presented under the six factors of Strauss and Corbin’s ”coding paradigm” model in the form of an electronic marketing model in digital banking. | ||
| کلیدواژهها | ||
| Providing an electronic marketing model؛ Digital banking؛ Grounded theory method | ||
| مراجع | ||
|
[1] A. Adousi, A. Akbar Farhangi, T. Hasanghoilipour and R. Najafbeigi, Developing a model for the impact of media on the quality and variety of services regarding integrated marketing communication in Sepah Bank, J. Bus. Manag. 13 (2021), no. 3, 845–860. [2] S.M. Alvani, K. Heidarzadeh and R. Jalali, Investigating the impact of electronic banking on the organizational structure of the Agricultural Bank, J. Bus. Manag. 4 (2008), no. 7, 1–18. [3] T. Alefpour Tarakameh, M. Ansari, S. Manouchehr, S. Nasiri and S. Mohammadifam, The role of social participation and electronic word-of-mouth advertising in brand equity, J. Bus. Manag. 13 (2021), no. 4, 953–973. [4] W.A. Alkhowaiter, Digital payment and banking adoption research in Gulf countries: A systematic literature review, Int. J. Inf. Manag. 53 (2020). [5] M. Azizinia, R. Ebrahimzadeh and M. Sadeghi, The conceptual model of personalized advertising: A meta-synthesis approach, New Market. Res. J. 11 (2021), no. 42, 175–196. [6] M. Baniasadi, M. Abdolvand, K. Heidarzadeh Hanzaei and M. Khoon Siavash, Presenting a customer relationship management model in the banking industry (corporate banking field) with a focus on citizenship rights and organizational citizenship behavior-a foundational data approach, Sci. Res. J. Bioeth. 9 (2018), no. 1, 241–255. [7] A.M. Baabdullah, A.A. Alalwan, N.P. Rana, P. Patil and Y.K. Dwivedi, An integrated model for m-banking adoption in Saudi Arabia, Int. J. Bank Market. 37 (2019), no. 2, 452–478. [8] P. Bhandare, Awareness, usage and effectiveness of digital marketing tools amongst working professionals in digital marketing companies, PalArch’s J. Arch.Egypt Egypt. 18 (2021), no. 7, 2386–2393. [9] F. Cappa, C. Collevecchio, F. Oriani, R. Peruffo and A. Enzo, Banks responding to the digital surge through open innovation, J. Econ. Bus. 121 (2022). [10] W. Chmielarz, M. Zborowski, M. Atasever and A. Fandrejewska, Comparison of customers’ perception of the quality of Poland-Turkey electronic marketing solutions, Procedia Comput. Sci. 176 (2020), 1195–1210. [11] A. Divandari, A.H. Davoudian and A. Memariani, Explaining the pattern of choosing commercial banking marketing strategies based on customer-specific value, J. Bus. Manag. 8 (2014), no. 1, 47–72. [12] A. Farahmand, M.F., Fallah-Shams and Gh. Zomorodian, Identifying factors affecting value creation for corporate banking customers, New Market. Res. J. 12 (2022), no. 2, 1–20. [13] N. Hajiheidari, M. Keimasi and A. Amoei Ojaki, Development of a comprehensive framework for marketing performance assessment using meta-synthesis approach: A study in Iran Banking Industry, J. Bus. Manag. 6 (2014), no. 2, 271–290. [14] B.R. Gordon, K. Jerath, Z. Katona, S. Narayanan, J. Shin and K.C. Wilbur, Inefficiencies in digital advertising markets, J. Market. 85 (2021), no. 1, 7–25. [15] M. Hashemi, A. Noorbakhsh, A. Safdari and M. Ranjbar, Identifying block-chain windows of opportunity in Iran’s banking industry, Sci. Technol. Policy Lett. 35 (2021), 35–51. [16] R. Kasilingam and V.R. Thanuja, Recent trends in digital marketing, UGC Care J. 40 (2020), no. 3. [17] M. Keymasi, Masoud and N. Saremi, An assessment model of local marketing in Mellat Bank branches, New Market. Res. J. 7 (2017), no. 2, 79–92. [18] P. Kotler, H. Kartajaya and I. Setiawan, Marketing 5.0: Technology for humanity, John Wiley & Sons, 2021. [19] K.M.N. Konara, I.N. Ediriweera and D.A.M. Perera, Impact of extended marketing mix on customer satisfaction in state banking sector, Int. J. Consumer Behav. 1 (2019), no. 2, 1–17. [20] L. Kurznack, D. Schoenmaker and W. Schramade, A model of longterm value, Taylor & Francis Ltd, 2021. [21] R. Land, S. Meshram and P. Deshmukh, Smart banking using IoT, Int. Conf. Res. Intel. Comput. Engin. (RICE). IEEE, 2018, pp. 1–4. [22] M. Ling, G. Sook Fern, Y. Kah Boon and L. Seng Huat, Understanding customer satisfaction of internet banking: A case study in Malacca, Econ. Finance 5 (2019), no. 37, 80–85. [23] K. Mehmet Emin, The use of digital marketing in information transport in social media: the example of Turkish companies, Transport. Res. Procedia 63 (2022), 2579–2588. [24] P. Mousavi, F. Rahimnia, M. Mehraeen and M. Shamizanjani, Customer experience management; trends and areas in research, J. Bus. Manag. 13 (2021), no. 2, 502–523. [25] V. Nasehifar, Z. Dehdashti Shahrokh, M. Mohammadian and M. Allahverdi, Testing the customer experience management model in E-banking, J. Bus. Manag. 13 (2021), no. 3, 974–1000. [26] M. Pahlavanian M. Shirkhodaie and S. Ghazinoori, Analysis of the transition to new technologies in wealth management in Iran, BI Manag. Stud. 10 (1401), no. 40, 43–75. [27] A. Petersen, B.J. Paulich, F. Khodakarami, V. Farnoosh. Kumar and S. Spyropoulou, Customer-based execution strategy in a global digital economy, Int. J. Res. Market. 39 (2022), 566–582. [28] N. Pourebrahimi, A. Kordanaij, Kh. Hosseini and S.H. Adel Azar, Designing a model of digital banking prerequisites and facilitators, PhD thesis, Tarbiat Modares University, 2017. [29] A. Rodrigues, R.D. Ferreira, A.F. Fernando, A. Teixeira and J.C.S.N. Fernando, Artificial intelligence, digital transformation and cybersecurity in the banking sector: A multi-stakeholder cognition-driven framework, Constantin Zopounidis, Res. Int. Bus. Finance 60 (2022). [30] R.T. Rust, The future of marketing, Int. J. Res. Market. 37 (2020), no. 1, 15–26. [31] M. Mehdi Sasan and G.Bakhshandeh, The role of intelligent business systems in improving organizational performance: A meta-analytic approach, BI Manag. Stud. 10 (2022), no. 40, 1–15. [32] V. Shankar, D. Grewal, S. Sunder, B. Fossen, K. Peters and A. Agarwal, Amit. Digital marketing communication in global marketplaces: A review of extant research, future directions, and potential approaches, Int. J. Res. Market. 39 (2022), 541–565. [33] V. Shankar and T. Kushwaha, Omnichannel marketing: Are cross-channel effects symmetric?, Int. J. Res. Market. 8 (2021), no. 2, 290–310. [34] M.A. Shah Hosseini, M. Keimasi, M. Shami Zanjani and M. Haghighikhah, A systematic literature review of bank-fintech collaboration, J. Bus. Manag. 14 (2022), no. 2, 199–227. [35] S.K. Sharma, H. Sharma and Y.K. Dwivedi, A hybrid SEM-Neural network model for predicting determinants of mobile payment services, Inf. Syst. Manag. 36 (2019), no. 3, 243–261. [36] Y. Sun, H. Gonzalez-Jimenez and S.Wang, Examining the relationships between e-WOM, consumer ethnocentrism and brand equity, J. Bus. Res. 130 (2020), 564–573. [37] M. Torkestani, S. Dehdashti, Z. Raeesi, I. Vanani and F. Golshani, Indicators of digital content Management for increasing the engagement of users in digital platforms, using meta-synthesis method, J. Bus. Intel. Manag. Stud. 10 (2022), no. 40, 167–200. [38] K.K. Twum and A.A. Yalley, Green Integrated Marketing Communication, Green Marketing in Emerging Markets, Palgrave Studies of Marketing in Emerging Economies, Palgrave Macmillan, Cham., 2021. [39] D. Vrontis, A. Makrides,M. Christofi and A. Thrassou, Social media influencer marketing: A systematic review, integrative framework and future research agenda, Int. J. Consumer Stud. 45 (2021), no. 4, 617–644. [40] Ch. Wang, Efficient customer segmentation in digital marketing using deep learning with swarm intelligence approach, Inf. Process. Manag. 59 (2022). [41] Y. You, Y. He and M. Hu, The interplay between brand relationship norms and ease of sharing on electronic word-of-mouth and willingness to pay, Inf. Manag. 58 (2021). [42] H. Zamani, A. Naami and K. Hamdi, Designing a content marketing template to increase purchase intention in digital marketing, J. Bus. Manag. 14 (2022), no. 2, 354–376. | ||
|
آمار تعداد مشاهده مقاله: 17,733 تعداد دریافت فایل اصل مقاله: 11,287 |
||