Quantitative Explanation of the Position of Electronic Recommendation Advertising Strategy among Advertising Strategies in Shaping the Mental Image of Bank Customers

Alrwashdeh, M., Emeagwali, O. L., & Aljuhmani, H. Y.(2019). The effect of electronic word of mouth communication on purchase intention and brand image: An applicant smartphone brands in North Cyprus, Management Science Letters, 9,. 505-518.

Brown, Tom. J. (2007). Spreading the Word-Investigating Antecedent of Consumers Positive Word-of-Mouth Intentions and Behaviors in a Retailing Context, Journal of Marketing Research, (4) 13, 73-89.

Chang, J. H., & Wang, S. H. (2019). Different levels of destination expectation: The effects of online advertising and electronic word-of-mouth. Telematics and Informatics, 36, 27-38.

Cheung, C.M., Lee, M.K., & Thadani, D.R. (‎‏2009‏‎). The impact of positive electronic word-of-‎mouth on consumer online purchasing decision, paper presented in conference of Visioning ‎and Engineering the Knowledge Society, Greece, September. ‎

Duffett, R.G. (‎‏2015‏‎). Facebook advertising’s influence on intention-to-purchase and purchase ‎amongst Millennials. Internet Research, ‎‏25‏‎(‎‏4‏‎), ‎‏498‏‎-‎‏526‏‎.‎‏ ‏

Erkan, I. & Evans, C. (2016). The influence of e-WOM in social media on consumers' purchase intentions: An extended approach to information adoption. Computers in Human Behavior, 61: 47-55. [DOI:10.1016/j.chb.2016.03.003]

Ghate, H., Sheikhalizadeh, M. (2019). The Effect of Electronic Word of Mouth (e-WOM) Advertising on the Sports Customers' Purchase Intention with Emphasis on the Mediator Role of Consumer’s Involvement. JRSM; 9 (18) :111-126 URL: http://jrsm.khu.ac.ir/article-1-2734-fa.html

Gordon, B. R., Jerath, K., Katona, Z., Narayanan, S., Shin, J., & Wilbur, K. C. (2021). Inefficiencies in digital advertising markets. Journal of Marketing, 85(1), 7-25.

Hossain, A., Jahan, N., Fang, Y., Hoque, S. & Hossain, S. (2019). Nexus of electronicWord-Of- Mouth to social networking sites: A sustainable chatter of new digital social media, Sustainability, MDPI, 11(3),. 1-14.

Hu, Y., & Kim, H. J. (2018). Positive and negative eWOM motivations and hotel customers’ eWOM behavior: Does personality matter?, International Journal of Hospitality Management, 75, . 27-37.

Haigh, M.M., Brubaker, P., & Whiteside, E. (2013). Facebook: examining the information presented and its impact on stakeholders. Corporate Communications: An International Journal, 18(1), 52-69.‏

Heydarpour, F. Tahmasabi Getabi, A. (2011). the effect of education cost and advertising cost of electronic banking on the increase of deposits in banks (a case study of Mazandaran Bank Saderat), Research Journal of Financial Accounting and Auditing, 1(1)44-52.

Ismagilova, E., Slade, E. L., Rana, N. P. & Dwivedi, Y. K. (2019). The effect of electronic Word of Mouth communications on intention to buy: A Meta-Analysis, Information Systems Frontiers, https://doi.org/10.1007/s10796-019-09924-y,. 1-24.

Jeong, C., Kang, S., & Chung, K. (2021, January). Real-Time Recommendation System for Online Broadcasting Advertisement. In 2021 International Conference on Information Networking (ICOIN) (pp. 413-416). IEEE.

Kang, S., Jeong, C., & Chung, K. (2020). Tree-Based Real-Time Advertisement Recommendation System in Online Broadcasting. IEEE Access, 8, 192693-192702.

Karlsson, L. (2007). Advertising theories and models–how well can these be transferred from text to reality. University of Halmstad Faculty of Economics and Technology Strategic Marketing.

Kudeshia, C. & Kumar, A. (2017). Social e-WOM: does it affect the brand attitude and purchase intention of brands?, Management Research Review,; 40(3): 310-330. [DOI:10.1108/MRR-07-2015-0161]

Jalilvand, M. R., & Samiei, N. (2012). The effect of electronic word of mouth on brand image and purchase intention: An empirical study in the automobile industry in Iran. Marketing Intelligence & Planning, 30(4), 460-476.‎

Leung, X.Y., Bai, B., & Stahura, K.A. (2015). The Marketing Effectiveness of Social Media in the Hotel Industry A Comparison of Facebook and Twitter.Journal of Hospitality & Tourism Research, 39(2), 147-169.‏

Lin, C. Wu, Y. S. & Chen, J.C. V. (2013). Electronic word-of-mouth: The moderating roles of product involvement and brand image]. TIIM 2013 Proceedings, 39-47.

Lin, C. Wu, Y. S. & Chen, J.C. V. (2013). Electronic word-of-mouth: The moderating roles of product involvement and brand image]. TIIM 2013 Proceedings, 39-47.

Jiang, Z. Chan, J. Tan, B.C.Y. & C, W.S. (‏2010‏‎). Effects of Interactivity on Website Involvement and Purchase Intention. Journal of the Association for Information Systems, 11(1), 34-59. [DOI:10.17705/1jais.00218]

Loveland, K. A., Smith, K. T., & Smith, L. M. (2019). Corporate Image Advertising in the Banking Industry. Services Marketing Quarterly, 40(4), 331-34

Luo, Q., & Zhong, D. (2015). Using social network analysis to explain communication characteristics of travelrelated electronic word-of-mouth on social networking sites. Tourism Management, 46(1), 274-282.

Makundi, R., Safarzadeh, H., Ismailpour, H., Aliqli, M. (1402). Identifying the motives of electronic advisory advertisements in social media and improving the organization's financial approach. Financial Economy, 17 (64), 247-268. doi: 10.30495/fed. 2023.705600

Mehta, S. (2011). Service quality as predicator of patient satisfaction: a study of the health care sector. Journal of Health Management, 13(2), 211-229.

Mohammadian, M. (2013). Advertising management from the point of view of marketing, 8th edition, Tehran, Sepandamino.

Naieji, M.J,. Abolghasmian, S. (2015). the effect of motivations for participation in electronic recommendation ads on the willingness to buy, Modern Marketing Research Quarterly, 4(23), 141-158.

Naeji, M. J., & Abolghasemian Seychani, S. (2016). The effect of the language of your participation on ‎electronic recommendation notifications on the subject of something different: the inscription on ‎the text of the message. Investigations by Pazariyabi Noin, ‎‏6‏‎(4), ‎‏141- 158.

Pahlavani, M,. Leshni, M,. Marufzadeh, J. (2013). Advertising strategies in the use of new technologies and their effect on the performance of Iranian banks, the first national conference on the development of monetary and banking management, Tehran, the permanent secretariat of the management development conference. Money and banking.

Rasouli, H., Shirazian, Z., & Rasuli, H. (2021). Study the effect of advertising effectiveness on the CRM and loyalty with the mediating role of providing the quality of services. Revista Gestão & Tecnologia, 21(1), 47-72.

Saneiyan, Z. & Sanyaei, A. (2016). the effect of the combination of traditional and online factors on customer trust in electronic banking and recommended advertising, Gazhmanzah Mediyet Trading, 15(26), 161-178.

Sedighi, S. (2018). The effect of electronic recommendation ads and perceived value on purchase intention: the mediating role of brand trust and brand image (case study: home appliance industry), Master's thesis, Department of Business Management (International Business), Faculty of Management and Economics, Tarbiat Modares University.

Shayghi, F. Al-S. (2014). Identifying effective factors in attracting customers through recommendation advertising with an emphasis on the mediating role of customer satisfaction and loyalty (Case: Sepeh Bank), Master's Thesis, Business Management, International Marketing, University Ershad Damavand

Sharifpour, Y. Sukati, I. & Alikhan, M. N. A. B. (2016) [The Influence of Electronic Word-of-Mouth on Consumers' Purchase Intentions in Iranian Telecommunication Industry]. American Journal of Business, 2016; 4(1): 1-6.

Sahabi Yusuf, A. Che Hussin, A.R., & Busalim, A.H. (2018). Influence of e-WOM engagement on consumer purchase intention in social commerce. Journal of Services Marketing.; 32(4): 493-504, [DOI:10.1108/JSM-01-2017-0031]

Ulrich, C.A.V. (2015). Word-of-mouth communications in marketing: a meta-analytic review of the antecedents and moderators. Journal of Retailing and Consumer Services,16(4): 248-259.

Wijaya, B. S. (2011). New Model of Hierarchy of Effects in Advertising. ISSIT 2011, 1(1), 5-15.

Xue, F. & Zhou, P. (‏2010‏). The Effects of Product Involvement and Prior Experience on Chinese Consumers' Responses to Online Word of Mouth]. Journal of International Consumer Marketing, 23(1): 45-58. 14 [DOI:10.1080/08961530.2011.524576]

Yang, T. (2012). The decision behavior of Facebook users. The Journal of Computer Information Systems, 52(3), 50-59.‏

Yap, K.B., Soetarto, B., & Sweeney, J.C. (2013). The relationship between electronic word-of-mouth motivations and message characteristics: The sender’s perspective. Australasian Marketing Journal, 21(1), 66-74.‏

Zahmatkesh, N. (2015 ). The survey of effective factors Electronic Word of Mouth on costomer purchase intention (case study on Iran Insurance Company). (in Persian)]. [MSc]. Faculty Management and Accounting, Allameh Tabataba'i University, Tehran.

Zhu, F., & Zhang, X.M. (2010). Impact of online consumer reviews on sales: The moderating role of product and consumer characteristics. Journal of marketing, 74(2), 133-148.

Zare, M.(2017).  The investigation of factors affecting the creation of positive mental image of customers of Iran Zameen Bank brand, Master's thesis, Department of Business Administration, Faculty of Humanities, University of Science and Art (affiliated with Academic Jihad).

Zhou, L. (2020). Product advertising recommendation in e-commerce based on deep learning and distributed expression. Electronic Commerce Research, 20(2), 321-342.