Examining the process of developing social banking based on social marketing

Subject Areas : Journal of Iranian Social Development Studies

mohammad safae ¹ , Seyed Mahmoud Hashemi ² , Abdollah Naami ³ , ALIREZA ROUSTA ⁴

1 - Department of Business Administration, Kish International Branch, Islamic Azad University, Kish Island, Iran
2 - Department of Business Administration, North Tehran Branch, Islamic Azad University, Tehran, Iran
3 - Department of Business Administration, South Tehran Branch, Islamic Azad University, Tehran, Iran
4 - Department of Business Management, Shahr-e-Qods Branch, Islamic Azad University, Shahr-e-Qods, Iran

Received: 2025-04-27 Accepted : 2025-06-02 Published : 2025-07-13

Keywords: social banking, social responsibility, social marketing, sustainable development.,

Abstract :

This study examines the process of developing social banking based on social marketing. The research method is applied and exploratory-explanatory in terms of approach, and the research method is qualitative. The statistical population of the study included managers and experts in the banking industry, of whom 10 people were selected as the research sample using the purposeful snowball method. In this study, content analysis methods based on open coding, axial coding, and selective coding were used to analyze the data, based on grounded theory. The results showed that strategic factors, through the five components of leadership, accountability, work environment, market environment, and society, create social responsibility. The created social responsibility also creates the capability of social banking. Also, infrastructures including political-economic, legal and technical infrastructure and resources including: human and financial resources as background conditions and elements of social marketing mix including service, price, operations and processes, distribution channels (place), and promotion as intervening factors affect the capability of social banking and ultimately lead to sustainable development (economic development, social development and environmental development). Therefore, it can be concluded that social banking is a complex process and is heavily influenced by strategic factors, social marketing mix, infrastructure and resources.

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