Designing a Paradigmatic Model of Advertising in the Banking Industry by Explaining the Function of Social Networks
Keywords:
Advertising, Social Networks, Customer Attraction and Loyalty, Grounded TheoryAbstract
Better and more appropriate responsiveness to the needs of bank customers, as well as the provision of quality services, depends on integrating business operations with a suitable social media strategy. This research was conducted with the aim of presenting a paradigmatic model in the field of banking advertising based on the platform of social networks. The research approach was qualitative and designed according to the grounded theory method. For data collection, in-depth and semi-structured interviews were used to enable a precise examination of participants’ perspectives and experiences, and the data were analyzed through a coding process. The selection of participants was carried out theoretically, combining purposive and snowball sampling techniques. To this end, open interviews were conducted with 25 individuals, including managers active in the banking system and academic professors. As a result of the open coding process, a set of initial themes was extracted. The analysis of the collected data at the first stage led to the identification of 228 initial codes. Subsequently, during the axial coding stage, based on the similarities and differences among the codes, some were merged or eliminated, and finally, synonymous codes were organized into broader categories. Accordingly, 105 initial codes were categorized into 13 themes, each of which was classified and organized under the systematic model categories including causal conditions, contextual conditions, strategies, intervening conditions, and consequences. In line with the components of the paradigmatic research model, all dimensions and factors influencing advertising in the banking industry through social networks were covered. The model introduced in this study, by presenting new categories such as "interactive and competitive environment" and "customer attraction and loyalty," has been able to advance the significance of advertising in the banking industry through social networks.
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Copyright (c) 2025 Bahman Alibakhshi , Mohammad Hemati, Hadi Hematian (Author)
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