Providing an electronic marketing model of digital banking in Iran and evaluating the validity of the model with mixed method approach

The aim of the current research is to providig the electronic marketing model in digital banking and validate the model, which was implemented with a qualitative-quantitative mixed exploratory method. The goal is developmental in the qualitative part and practical in the quantitative part. In the qualitative section, after reviewing previous studies, semi-structured interviews were conducted with experts in the banking and marketing industry until reaching the theoretical saturation stage in the number of 12 interviews. The statistical population of this section was selected by purposeful Using the grounded theory method, the interviews were coded and categorized, as a result of which 264 open codes, 32 central codes, and 10 selective codes were obtained, and finally, the conceptual model of the research was proposed; Therefore, the researcher-made questionnaire based on the proposed model including 32 questions was given to 384 bank customers who were selected by a multi-stage cluster sampling method.Data analysis was done with SPSS and Lisrel software, using structural equation modeling technique. Based on the results, the reliability and validity of the questionnaire were confirmed. The findings showed that there is a significant relationship between the causal category, the bases, the central category, strategies and consequences with each other and with the components.