Design and validation of consumer behavior model based on user-generated content in the banking industry

The aim of the current research is to design and validate the consumer behavior model based on user generated content (UGC) in the banking industry. According to its purpose, the research method is practical and in terms of implementation method, it is mixed (qualitative-quantitative) and in terms of the implementation strategy of descriptive-exploratory research. The statistical population in the qualitative part includes 15 people from the experts of the banking and academic system active in the field of content marketing and by the method of judgmental purposeful sampling and the statistical population in the quantitative part includes 384 people from all the customers of Sepe Shahr Bank in Tehran, who were selected using Cochran's formula as a sample. and were selected by available sampling method. Data collection tools included user-generated content in social networks and expert-based questionnaires for modeling and questionnaires with a five-point Likert scale for validation. MICMAC software was used in the analysis of qualitative part data using thematic analysis and SPSS and PLS software were used in the quantitative part. The combination of thematic analysis and structural-interpretive modeling resulted in the presentation of consumer behavior patterns based on user content. The main themes of the model include user-generated content, customer sentiments and attitudes, customer expectations, customer actions towards user-generated content, and brand development based on user-generated content. The results of theme analysis and structural-interpretive modeling have led to the validation of the model and the verification of all hypotheses (except for the moderating effect of customer expectations based on user-generated content).