Presenting the Iranian-Islamic model of social banking in the context of media: mixed research

Social banking is a new field in the banking industry and in the context of media, and they are considered as responsive and socially responsible banks that adhere to Islamic financial principles. The main aim of the research is to present the local model of social banking in Sepeh Bank. The research method is a sequential exploratory mix; A combination of the qualitative grounded theory method in the form of constructivism of Charmaz was used on 13 people in the method of purposeful sampling and unstructured interview tool and the quantitative method was used among 289 related experts to test the hypotheses and model. The results of the qualitative part of the research showed that Sepeh Bank's planning on how to attract people's participation and trust-building in the banking system in the form of two-way interaction should be aligned with the revision of the information system and promotion of public relations. In addition, developing a plan regarding financial support and governance facilitation along with revision of social banking laws and policies will be able to combine social banking with a culture-oriented approach. On the other hand, revising social and cultural policies in line with the establishment of co-creation of value, creation of social added value and using strategies based on the systematization of Sepah banking bureaucracy will lead to rationalization of the human resources selection system, the systematization of the administrative and bureaucracy system of the bank and the environment an agile organization along with the intelligentization of the banking system in the context of social networks will create changes in the state of social banking. The results of the hypothesis test in structural equation modeling and the path analysis results show the effect of the mentioned factors to be significant