ghazaleh asvadi

The present research, in terms of its objective, is considered to be applied research, utilizing a mixed method approach and the Grounded Theory strategy. The target population of the study consists of experts in the fields of marketing and banking industry. For data analysis, MAX QDA software was used for the qualitative section, while descriptive and inferential statistical methods with SPSS software and Smart PLS software were utilized for the quantitative section. In the qualitative part, a total of 30 initial codes were extracted in the form of 6 themes. The findings of the study indicate that the elucidation of the digital marketing model in the Iranian banking industry, with a focus on financial technology, will lead to enhancing the security, trust, reliability, and sustainability of financial service providers. Furthermore, it will lead to the establishment of digital mindset, a shift in the banking culture from product-centric to customer-centric, and improvement in customer experience in utilizing banking services in the modern era

The purpose of this study is to investigate the role of effective factors in word-of-mouth advertising advertising in Bank Mellat investment funds. Based on the applied purpose, the present study is a descriptive-correlation type of data collection in terms of data collection and the type of data collected is a questionnaire that has been conducted in the field. The statistical population of Bank Mellat investment fund customers is in Tehran province branches. In this research, the structural equation modeling method using Smart Pls 3 software was used to analyze the data. Due to the infinity of the statistical population and using Cochran's formula, 394 people were selected as the sample. The reliability of the questionnaire was calculated by calculating the Cronbach's alpha coefficient of 0.754. The validity of the research was checked using confirmatory factor analysis. Examination of the hypotheses showed that the variables of satisfaction, trust, social responsibility and simplicity played a role on word of mouth and the variables of word of mouth and satisfaction also had an effect on the intention to repurchase. The variable of ease of use has no effect on word of mouth.