The impact of social media marketing activities on brand equity and customer response in the banking industry (case study: Mehr Bank of Iran)

Kazemi Arani, Milad; Mehtari Arani, Mohammad; Rasti Alhoseini, Seyed Reza

doi:10.22034/eir.2023.172530

The impact of social media marketing activities on brand equity and customer response in the banking industry (case study: Mehr Bank of Iran)

Document Type : Original Article

Authors

Milad Kazemi Arani ¹

Mohammad Mehtari Arani ²

Seyed Reza rasti alhoseini ³

¹ Department of Business, Faculty of Entrepreneurship, University of Tehran/Tehran, Iran

² Assistant Professor, Department of Public Administration, Payam Noor University, Tehran, Iran / Aran and Bidgol cities, Iran

³ Doctoral student of Islamic Azad University, Kish International Branch / Kish Island / Iran

10.22034/eir.2023.172530

Abstract

Currently, social media, as a powerful tool, allows real and legal people to express their voice to others, promote their brand, and have access to the mass of their customers and audiences, as well as being available to them; And this is a fact that has not appeared in any other period of time. Meanwhile, due to the large number of customers, banks need to have access to this large number of customers, and on the other hand, the customers also have access to the banks. Therefore, The opportunity for banks to be present in social networks and to launch a special bank channel or page along with a dedicated website is a two-way bridge that can connect banks and their customers.
The purpose of this research is to investigate the impact of social media marketing activities on brand equity and customer response in the banking industry (Qarz Al-Hasneh Mehr Bank of Iran). The research method of the present study is descriptive-survey in terms of data collection and practical in terms of purpose. The statistical population of customers of Qarz Al-Hasneh Mehr Bank in Tehran is unlimited. It was determined as 384 through Cochran's formula. Amos model and SPSS22 were used to test the hypotheses. Data analysis showed that there is a positive and significant effect between social media marketing dimensions on brand equity and customer response dimensions.

Keywords

Social media

marketing

brand equity

customer response

Subjects

Technological Entrepreneurship

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Revise: 30 January 2022, 05 March 2022 Published online: 05 March 2022

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