The purpose of this study is to investigate the role of effective factors in word-of-mouth advertising advertising in Bank Mellat investment funds. Based on the applied purpose, the present study is a descriptive-correlation type of data collection in terms of data coll More
The purpose of this study is to investigate the role of effective factors in word-of-mouth advertising advertising in Bank Mellat investment funds. Based on the applied purpose, the present study is a descriptive-correlation type of data collection in terms of data collection and the type of data collected is a questionnaire that has been conducted in the field. The statistical population of Bank Mellat investment fund customers is in Tehran province branches. In this research, the structural equation modeling method using Smart Pls 3 software was used to analyze the data. Due to the infinity of the statistical population and using Cochran's formula, 394 people were selected as the sample. The reliability of the questionnaire was calculated by calculating the Cronbach's alpha coefficient of 0.754. The validity of the research was checked using confirmatory factor analysis. Examination of the hypotheses showed that the variables of satisfaction, trust, social responsibility and simplicity played a role on word of mouth and the variables of word of mouth and satisfaction also had an effect on the intention to repurchase. The variable of ease of use has no effect on word of mouth.
Manuscript profile
