ADVERTISING THROUGH SOCIAL MEDIA TO INFLUENCE THE CUSTOMERS’ WILLINGNESS

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ROSHANDEL ARBATANI TAHER; MAHMOODZADEH AHAD

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Journal: JOURNAL OF BUSINESS MANAGEMENT Year:2018 | Volume:9 | Issue:4 Page(s): 763-786

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Information Journal Paper

Title

ADVERTISING THROUGH SOCIAL MEDIA TO INFLUENCE THE CUSTOMERS’ WILLINGNESS

Author(s)

ROSHANDEL ARBATANI TAHER | MAHMOODZADEH AHAD | Issue Writer Certificate

Keywords

ADVERTISINGQ2

GROUNDED THEORYQ2

ONLINE ADVERTISINGQ1

PARSIAN BANKQ1

SOCIAL MEDIAQ1

Abstract

The aim of this study was to design an ADVERTISING model through SOCIAL MEDIA in order to influence the customers’ willingness to use PARSIAN BANKing services. For this purpose, the data were collected using GROUNDED THEORY and interviews. Snowball sampling strategy was elected and with the researchers conducted interviews with 18 experts. As this was a new research field, the researchers collected data through semi-structured interviews within an open process. To analyze the data, three-step systematic coding (open, axial and selective coding) was used. The categories were classified into 6 classes and formed the different components of the model. The first component of this model was marketing leadership selected as the casual condition, and this causal condition was the underlying force for the next factor, namely the lack of customer. The next factor includes E-banking capabilities, customer-oriented and virtual ADVERTISING defined as research strategies. Other components include intervening conditions such as technical factors and ADVERTISING methods (relationship quality as context factor). The last component includes loyalty factors such as customer trust and performance, cooperative and competitive advantage which are the consequence of the implementation of this model.

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APA: Copy

ROSHANDEL ARBATANI, TAHER, & MAHMOODZADEH, AHAD. (2018). ADVERTISING THROUGH SOCIAL MEDIA TO INFLUENCE THE CUSTOMERS’ WILLINGNESS. JOURNAL OF BUSINESS MANAGEMENT, 9(4 ), 763-786. SID. https://sid.ir/paper/140224/en

Vancouver: Copy

ROSHANDEL ARBATANI TAHER, MAHMOODZADEH AHAD. ADVERTISING THROUGH SOCIAL MEDIA TO INFLUENCE THE CUSTOMERS’ WILLINGNESS. JOURNAL OF BUSINESS MANAGEMENT[Internet]. 2018;9(4 ):763-786. Available from: https://sid.ir/paper/140224/en

IEEE: Copy

TAHER ROSHANDEL ARBATANI, and AHAD MAHMOODZADEH, “ADVERTISING THROUGH SOCIAL MEDIA TO INFLUENCE THE CUSTOMERS’ WILLINGNESS,” JOURNAL OF BUSINESS MANAGEMENT, vol. 9, no. 4 , pp. 763–786, 2018, [Online]. Available: https://sid.ir/paper/140224/en

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