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Volume 14, Issue 50 (3-2026) |
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Analysis of social media impact on financial performance with the mediating role of social marketing in banks
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Vahid Dalvand1   , Esmail Malekakhlagh2 , Marzieh Dalvand3 |
1- phd student of business policy , vahiddal13@gmail.com
2- Faculty member, university of guilan
3- Master of Public Administration, ilam university |
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Abstract: (146 Views) |
This research aims to investigate the effect of social media on financial performance with the mediating role of social marketing in banks. The research method is applied in terms of objective and causal in terms of method. The statistical population in this research consists of all the experts and managers in the fields of business and planning of the state banks of Lorestan province (National Bank of Iran, Sepeh Bank, Sanat and Mine Bank, Agricultural Bank, Maskan Bank, Iran Export Bank, Cooperative Development Bank, Iran Post Bank). They give 100 people. The sample size was determined based on Cochran's formula of 80 employees who were selected by simple random sampling method. The fit of the research model was checked with the help of structural equation modeling technique and Lisrel software. The findings indicate the significance of this mediating effect; Therefore, the main hypothesis is confirmed. Also, based on the findings, social media has a significant effect on financial performance and social marketing, and social marketing has a significant effect on financial performance. According to the findings, the impact of social media on financial performance is more effective than other relationships, the next rank is the impact of social media on social marketing, and the last rank is the impact of social marketing on financial.
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Article number: 2 |
| Keywords: social media, financial performance, social marketing, banks |
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Full-Text [PDF 1164 kb]
(62 Downloads)
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Article type: Research |
Subject:
Special
Received: 2024/05/11 | Accepted: 2024/08/20 | Published: 2025/02/28
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Dalvand V, malekakhlagh E, dalvand M. Analysis of social media impact on financial performance with the mediating role of social marketing in banks. mieaoi 2026; 14 (50) : 2 URL: http://mieaoi.ir/article-1-1611-en.html
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