Presenting a Social Media Marketing Model with an Emphasis on Customer Participation in the Banking Industry

The current research is mixed (qualitative and quantitative) and research information was collected through interviews and questionnaires. The statistical population of the research in the qualitative part included experts, professors and experts in the research field in the banking industry, and 18 people were selected until reaching theoretical saturation. In the quantitative part, all the customers, managers and experts in the banking industry were in an unknown number, 385 people were selected by Cochran's method. The sampling method was snowball and the primary data were collected through interviews. According to the methodological process, 101 concepts were finally obtained during three stages of open coding, central coding and selective coding. In the next step, some concepts were put in the form of a category so that 17 categories were obtained for this research. The findings of the research showed that 1 category emerged as a central category, which includes the concepts of: effective human resources, customer data analysis and customer identification, customer relationship management, policies and programs, content strategy formulation, special focus on establishing Communication is being social. Other categories to be presented in the visual model were placed in five categories of causal conditions (4 categories), background or context (2 categories), intervening conditions (3 categories), strategies (3 categories), consequences (3 categories). Next, based on the indicators, components, concepts and categories of the proposed model, a questionnaire of 101 questions was developed, and finally the results showed the significance of the relationships and components of the model.