Investigating the effective factors on agile digital marketing in the banking industry using cognitive mapping

Subject Areas :

jalal  salehi ¹ (Department of Management, Faculty of Humanities, Torbat Heydarieh Branch, Islamic Azad University, Torbat Heydarieh, Iran)
Ali  Hoseinzadeh ² (Department of Management, Faculty of Humanities, Torbat Heydarieh Branch, Islamic Azad University, Torbat Heydarieh, Iran)
hadi  bastam ³ (Visiting Assistant Professor, Department of Management, Torbet Heydarieh Branch, Islamic Azad University, Torbet Heydarieh, Iran (Inviting Assistant Professor) and Assistant Professor of Business Administration, Tabran Higher Education Institute, Mas)

Received: 2022-12-24 Accepted : 2023-02-15 Published : 2022-11-22

Keywords: Bank, Cognitive Map, Digital Marketing, agile digital marketing,

Abstract :

In today's era, one of the requirements of every business and activity is to acquire new technologies and new ways of providing services, and nowadays most activities and businesses try to make their business agile by providing digital services. and have more success. The purpose of this research is to investigate the effective factors on agile digital marketing in Agricultural Bank in Razavi Khorasan province. This research is of a mixed type (qualitative-quantitative), based on the objective, applied, and in terms of data collection, it is a survey type. The statistical population of the research is twelve experts of Agricultural Bank of Khorasan Razavi province who have relevant experience and education in the field of providing digital services. The statistical sample was selected non-probably using the snowball method and the data was obtained in the qualitative and quantitative part of the research through semi-structured interviews with these people. In this study, in the qualitative section, 16 factors and 110 effective elements on agile digital marketing were identified. In the quantitative part, the results showed that the factor of effective communication with 8.312 has the highest centrality among the indicators, and the factor of speed has the most influence and the factor of effective communication has the most influence among the indicators.