Providing a Framework to Identify the Drivers Influencing the Future of Innovative Marketing in the Banking Industry with a Focus on Blockchain Technology

The purpose of the current research is to Providing a framework to identify the drivers influencing the future of innovative marketing in the banking industry with a focus on blockchain technology.

The current research is applied in terms of direction and has a mixed methodology due to the use of qualitative and quantitative methods together. The theoretical population of the research was experts in banking marketing and digital financial technologies, and the sampling method was done in a judgmental method. The sample size in this study was equal to 15 people. For data analysis, meta-synthesis, Binominal test and developed Copras were used. The tool of data collection in this research was the questionnaires of expert assessment and priority assessment of Copras.

47 drivers were extracted from the meta-synthesis and these drivers were classified into nine cultural, legal, technological, structural and process, fintech, environmental, customer, security and awareness and information drivers. After the theoretical and statistical screening, 12 drivers were considered for prioritization with the Copras. The remaining drivers were evaluated using the Copras technique and three criteria of importance intensity, degree of certainty and expertise of experts. The results showed that the drivers of marketing researchers' interest in digital financial technologies and blockchain and the development of decentralized banking have the highest priority in terms of influencing the future of innovative marketing in the banking industry with a focus on blockchain technology.

Marketing research and financial technology, especially interdisciplinary studies, adjustment and compatibility of marketing methods and strategies in various fields with blockchain technology, investment in fintechs and regulatory improvement and reforming some laws and systems such as reforming the fee and wallet systems, were among the most important practical proposals of the research.