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hosseini, Roholah, Fatahi, Taher. (1403). Quantitative Explanation the Position of Electronic ‎Recommendation Advertising Strategy among ‎Advertising Strategies in Shaping the Mental Image of ‎Bank Customers. سامانه مدیریت نشریات علمی, (), -. doi: 10.22054/dcm.2024.74432.1206
Roholah hosseini; Taher Fatahi. "Quantitative Explanation the Position of Electronic ‎Recommendation Advertising Strategy among ‎Advertising Strategies in Shaping the Mental Image of ‎Bank Customers". سامانه مدیریت نشریات علمی, , , 1403, -. doi: 10.22054/dcm.2024.74432.1206
hosseini, Roholah, Fatahi, Taher. (1403). 'Quantitative Explanation the Position of Electronic ‎Recommendation Advertising Strategy among ‎Advertising Strategies in Shaping the Mental Image of ‎Bank Customers', سامانه مدیریت نشریات علمی, (), pp. -. doi: 10.22054/dcm.2024.74432.1206
hosseini, Roholah, Fatahi, Taher. Quantitative Explanation the Position of Electronic ‎Recommendation Advertising Strategy among ‎Advertising Strategies in Shaping the Mental Image of ‎Bank Customers. سامانه مدیریت نشریات علمی, 1403; (): -. doi: 10.22054/dcm.2024.74432.1206

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

International Journal of Digital Content Management
مقالات آماده انتشار، پذیرفته شده، انتشار آنلاین از تاریخ 04 اردیبهشت 1403
نوع مقاله: Original Article
شناسه دیجیتال (DOI): 10.22054/dcm.2024.74432.1206
نویسندگان
Roholah hosseini* 1؛ Taher Fatahi2
1Corresponding Author, Assistant Professor, Faculty of Management & Accounting, Payame Noor University, Tehran, Iran, r.hosseini59@pnu.ac.ir , +989127186194
2MSc, Faculty of Management & Accounting, Payame Noor University, Tehran, Iran, . Fatahi.t@bank-day.ir -09189405055
چکیده
Purpose: The customer’s behavior is influenced by their mental image ‎of the Banks. Information resources are one of the factors that shape ‎this mental image. electronic word of mouth(eWOM) is considered a ‎powerful advertising tool and also an important and influential resource ‎of information on the attitudes and behavior of customers. The aim of ‎the present research is to investigate the position of eWOM among the ‎advertising strategies that form the mental image of the customers of ‎Bank Day ‎ branches in the west of the country. ‎

Method: The present research is applied in terms of purpose and ‎descriptive and analytical in terms of nature. It is also a field survey in ‎terms of data collection. The background of the research was compiled ‎through library resources and web browsing And then‏8‏‎ options and ‎‏9‏‎ ‎criteria were identified that the decision matrix questionnaire was ‎designed. Therefore, the researcher's decision matrix was used to collect ‎data And its content validity was confirmed through professors. The ‎statistical population of this research was made up of all the experts ‎working in the branches of Bank Day Gharb in the country. In the ‎present study,‎‏23‏‎ experts were selected based on selective and snowball ‎sampling. ‎

Results: Data analysis was done in Taxonomy software. The results ‎showed that the eWOM advertising strategy ranked third among the ‎advertising strategies after television advertising and Internet advertising ‎in the formation of the customer’s mental image.‎

Conclusions: Based on the research findings, The strategy of electronic ‎recommendation advertising
کلیدواژه‌ها
Advertising, advertising strategies, E WOM, e-recommendation advertising, Brand &lrm؛ Mental Image,
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تعداد مشاهده مقاله: 118


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