Presenting a Consumer Behavior Model Based on User-Generated Content (UGC) on Social Networks

The present study aims to design a consumer behavior model based on user-generated content (UGC) in social networks based on mixed research and with a descriptive-exploratory approach. The statistical population to create user-generated content in social networks to explain the elements of the model includes all customers of Bank Sepah in Tehran who have been actively present in social networks. Also, the statistical population for the structural-interpretive modeling stage includes experts from the banking system and academia active in the field of content marketing. The statistical sample of experts was 15 people and was selected using a purposeful judgmental method. The data collection tool includes user-generated content by Bank Sepah customers on social networks and the bank's website to identify themes and categories related to consumer behavior and an expert-based questionnaire to level the themes and present the model. The validity of the measurement tools has been confirmed by the content method and its reliability by the consensus percentage coding method. Data analysis was performed in the qualitative part using thematic analysis method and in the quantitative part using the structural-interpretive modeling (ISM) method. The results of the thematic analysis resulted in the identification of themes and categories related to consumer behavior in the banking industry. Also, in the second part, based on the identified themes and categories and using the structural-interpretive modeling method, a consumer behavior model based on the analysis of user-generated content in social networks was designed, which was presented at six levels, including themes such as "Development of brand marketing processes", "Social development of the brand", "Customer actions on the brand", "Customer actions on other customers", "Customer feelings and negative attitudes", "Customer feelings and positive attitudes", "Customer expectations based on user-generated content", and "Requirements and conditions for producing user-generated content".