Explaining the functional model of banking content marketing to increase the market share

Document Type : Management & Entrepreneurship

Authors

1 Ph.D Student, Department of Business Management, Qom Branch, Islamic Azad University. Qom, Iran

2 Associate Professor, Public Administration Department, Management and Accounting Faculty, University of Tehran (Farabi College). Qom, Iran.

3 Assistant Professor, Department of Business Management, Qom Branch, Islamic Azad University. Qom, Iran.

Abstract

With the expansion of technology in businesses, customers don’t want to be exposed to extensive traditional advertising. Therefore, businesses should use new advertising and marketing methods. The purpose of this research is to explain the content marketing model in the banking industry that can help increase market share in this industry. In the qualitative part, the available information was collected and codes were identified, which were categorized in the form of new concepts and categories, and it was the basis for designing the questions and the interview protocol. Theoretical saturation has been achieved after 13 interviews with experts of 7 banks. Based on 70 codes related to 23 concepts related to the research topic, the final model has been designed. In the second step, the validation of the presented model has been done with the quantitative approach of structural equation modeling. The tool for collecting data in the quantitative section was a closed-ended questionnaire with a 5-point Likert scale. Because the number of items in the questionnaire was 70items, 319 questionnaires were distributed and collected among bank employees and used in the analysis. The final categories of the model are: content planning, content production, content distribution, qualitative market share, quantitative market share and valuation, based on the findings of the qualitative stage, the model was designed, and in the second stage, equations were modeled with a quantitative approach. It has been structurally validated. The analysis of the output of the questionnaires confirms the appropriateness of the mentioned model.

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Main Subjects

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History

  • Receive Date: 09 August 2022
  • Revise Date: 04 February 2023
  • Accept Date: 14 February 2023

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