Presenting a model of Effective Social Marketing in Banking Industry Online Services Using Grounded Theory Method

The purpose of this study is to identify the prioritization of the dimensions and indicators of the effective social marketing model in the online services of the banking industry. Therefore, the researchers examine the following questions: what are the components of the effective social marketing model in the online services of the banking industry? What are the components, dimensions and indicators affecting the effective social marketing model in the online services of the banking industry? What is the prioritization of the factors and how the components of the effective social marketing model affect the online services of the banking industry? The results showed that the new marketing model highlights the importance of customer’s insights, analytics, branding and targeting. The category of the role of service quality in the online environment to external factors that affect the perception and satisfaction of customers from online banking services. In the background conditions and the emergence of the colorful category of social marketing effectiveness, it can be stated that the speed of technological changes in banking has not only changed the customer experience and the support operations of banks. It has also changed the marketing function in banks. Finally, an effective social marketing model can lead to internal transformations and expansion of financial services.