Social Media and Communicative Marketing Strategies in Modern Banking

Subject Areas : مدیریت

Majid Heidari ¹ (Ph.D. Candidate, Department of Management, Science and Research University, Tehran, Iran)
Ali Delavar ² (Professor, Department of Management, Allameh Tabataba'i University, Tehran, Iran)
Seyyed Abdollah Sadjadi ³ (Assistant Professor, Department of Management, Science and Research University, Tehran, Iran)
Ali Akbar Farhangi ⁴ (Professor, Department of Management, Tehran University, Tehran, Iran)
Kamran Mohamadkhani ⁵ (Assistant Professor, Department of Management, Science and Research University, Tehran, Iran)

Received: 2017-12-20 Accepted : 2017-12-20 Published : 2017-11-22

Keywords: Modern Banking, social media, Tejarat Bank, Communicative Marketing Strategies,

Abstract :

In modern banking, banks and financial institutes can be professional users of social media to conduct marketing, provide customer services and information since using social media is a crucial factor to success for banks. On the other hand, this research has been dedicated to the role of media in communicative marketing strategies with the focus on factors effective on social media in those strategies. This research is a survey-descriptive research and methodology is a correlative one. To gather information from professionals, professors and experts of banking, questionnaires were filled by 210 top and middle managers of Bank Tejarat. Significance level of all variables was approved by Kolmogorov- Smirnov test and by using Spearman correlation test, hypotheses of research were verified. The findings of the research revealed that all variables of the research have accepted significant level and the mean rankings of variables show significant difference. Increasing legislative barriers, customer acceptance and social culture determine applying the social media. The four variables of the research have significant difference and they don’t have the same rankings. Rankings are: Customer acceptance (2.93), Infrastructure (2.90), Social culture (2.53) and legislative barriers (1.64). Also the mean of variables according to age and gender, unlike education, shows significant difference.