Evaluating the impact of social media parameters on the variables of the AIEDA model in accepting mobile banking

Social media plays an important role in transferring information and accepting mobile banking in banking systems. Social media, as a source of information, advertising and interaction, can have a significant impact on IDA variables, which represent different stages of purchasing behavior.This research aims to examine the impact of social media parameters on customers' cognitive stages through the TAM model among mobile banking users. This research applied that done by survey method. The statistical population of this study is mobile banking users in Tehran, of which 384 people were selected using simple random sampling. The technique used in this research is structural equation modeling. The data collection tool in this study is a questionnaire and the information analysis tool is Smart PLS statistical software. The findings showed that the transcendence component has an effect on five dimensions of consumers' cognitive stages and problem-solving also affects all dimensions of cognitive stages except attention. Moreover, the parameters used also affect evaluation, interest and action, but do not have a significant relationship with tendency and attention components. Information reasoning quality affects attention and tendency but not interest, action or evaluation. results show that social media can be used as an effective tool to promote mobile banking services. Therefore banks can increase awareness of mobile banking features and benefits through social networks and encourage their use by designing social media strategies.