A Model for Analysis of Social Media in Adoption of Mobile Banking

سال انتشار: 1403
محل انتشار: ماهنامه بین المللی مهندسی، دوره: 37، شماره: 7
کد COI اختصاصی: JR_IJE-37-7_016
زبان مقاله: انگلیسی
تعداد مشاهده: 37

نویسندگان

Department of Industrial Engineering, Information Technology Group, K. N. Toosi University of Technology, Tehran, Iran

چکیده

Banks can design more efficient methods for customer acquisition by utilizing social media platforms. By monitoring information from social media platforms, banks can analyze customers' reactions to offer by competitors and adopt appropriate strategies to increase customer satisfaction and attract new customers. Present research focuses on analyzing the role of social media in the acceptance of mobile banking at Bank Melli of Qazvin Province. This research is of a survey and applied nature. The data collection tool is a survey, and the data collection method is fieldwork. The study population includes all managers and deputies of Bank Melli of Qazvin Province in various positions. The sample size is calculated using the Cochran formula due to the limited population. In this study, the indicators were identified, and hypotheses were formulated based on these indicators. Finally, using statistical techniques, all the proposed hypotheses were proven and the impact of all indicators was confirmed. The results have confirmed the effect of social media performance on the individual recognition of mobile banking consumers.

کلیدواژه ها

banking, Social Media, Mobile banking acceptance, Mobile Banking

اطلاعات بیشتر در مورد COI

COI مخفف عبارت CIVILICA Object Identifier به معنی شناسه سیویلیکا برای اسناد است. COI کدی است که مطابق محل انتشار، به مقالات کنفرانسها و ژورنالهای داخل کشور به هنگام نمایه سازی بر روی پایگاه استنادی سیویلیکا اختصاص می یابد.

کد COI به مفهوم کد ملی اسناد نمایه شده در سیویلیکا است و کدی یکتا و ثابت است و به همین دلیل همواره قابلیت استناد و پیگیری دارد.