Effects of social media marketing on online customer behavior Saderat Bank of Bushehr City

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Dashti Jahangir; Mirzaee Ali Akbar

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Paper Information

Journal: JOURNAL OF MARKETING MANAGEMENT Year:2018 | Volume:13 | Issue:38 Page(s): 65-85

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Information Journal Paper

Title

Effects of social media marketing on online customer behavior Saderat Bank of Bushehr City

Author(s)

Dashti Jahangir | Mirzaee Ali Akbar | Issue Writer Certificate

Keywords

social media marketingQ1

online customer behaviorQ1

relational approachQ1

competitive dynamicsQ1

Abstract

Networks and social media have become a powerful force in shaping business. Because they have strengthened mouth-to-mouth marketing and quickly become more important in customer purchasing decisions. Marketing through social networks requires the creation, maintenance and promotion of, and, if necessary, termination of communication with customers, so that the goals of both parties involved in the relationship are provided. The purpose of this study was to investigate the effect of social media marketing on the behavior of online banking customers. In terms of purpose, this research is a part of applied research, in terms of the characteristics of the descriptive research component, in terms of data collection as part of survey research and in terms of the method of implementation, is a correlation research. The statistical population of the research is employees and customers of Saderat Bank of Bushehr which 190 employees and 384 of them were selected as Nominee by random sampling method. The data gathering tool in this study is two social media marketing questionnaires and the standard questionnaire of Lemont Online Customer Loyalty Pattern (2006). Validity of the questionnaire was approved by the supervisor and consultant. Cronbach's alpha coefficient was obtained to confirm the reliability of more than 0. 7. In order to analyze the hypotheses, the field analysis using the Amos software has been used. The results showed that affective approaches in social media marketing, the effectiveness of activity in social media marketing and competitive dynamics in social media marketing activities have a positive and significant effect on online customer behavior.

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APA: Copy

Dashti, Jahangir, & Mirzaee, Ali Akbar. (2018). Effects of social media marketing on online customer behavior Saderat Bank of Bushehr City. JOURNAL OF MARKETING MANAGEMENT, 13(38 ), 65-85. SID. https://sid.ir/paper/218936/en

Vancouver: Copy

Dashti Jahangir, Mirzaee Ali Akbar. Effects of social media marketing on online customer behavior Saderat Bank of Bushehr City. JOURNAL OF MARKETING MANAGEMENT[Internet]. 2018;13(38 ):65-85. Available from: https://sid.ir/paper/218936/en

IEEE: Copy

Jahangir Dashti, and Ali Akbar Mirzaee, “Effects of social media marketing on online customer behavior Saderat Bank of Bushehr City,” JOURNAL OF MARKETING MANAGEMENT, vol. 13, no. 38 , pp. 65–85, 2018, [Online]. Available: https://sid.ir/paper/218936/en

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