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Artificial intelligence model in bank advertising to improve responsiveness and compliance with public sector standards (case study: Rafdin Bank of Iraq)
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Saleh Mohammed tamhor1   , Naser Seifollahi Anar *2 , GHasem Zarei1 , Mohammad Bashokouh Ajirlou1 |
1- Department of business management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran
2- Department of business management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran , naser_seifollahi@yahoo.com |
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Abstract: (21 Views) |
The increasing use of artificial intelligence in the field of marketing and advertising has brought the banking industry into a new phase of interaction with customers; A stage where message personalization, consumer behavior analysis, and algorithmic decision-making have replaced many traditional advertising practices. The current research was carried out with the aim of designing a conceptual model of the effect of artificial intelligence on bank advertising, focusing on the context of Rafdin Bank of Iraq as the largest state bank of this country. The research approach is qualitative and based on the logic of data base theory (Strauss and Corbin), with the difference that instead of direct field interviews, a systematic document synthesis strategy was used based on published research literature, official reports of Rafdin Bank, and policy documents of the Iraqi banking system, and textual data from these sources were analyzed through three stages of open, central, and selective coding. The result of this process is a paradigmatic model consisting of six components: causal conditions (digital transformation, competitive pressure, and customer expectations), central phenomenon (intelligent and personalized bank advertising), strategies (investment in data infrastructure, adaptive content design, and human resource training), contextual conditions (Iraq's institutional and cultural environment after economic reconstruction), intervening conditions (infrastructural limitations, data governance, and public trust challenges), and Consequences (increased customer loyalty, improved advertising effectiveness, and exposure to ethical and privacy risks). The findings show that the effectiveness of artificial intelligence in Rafdin's bank advertisements is conditional on the alignment of technological infrastructure with institutional capacity and regulatory framework. By presenting an innovative conceptual framework, this article adds to the theoretical richness of researches in the field of intelligent banking marketing in countries undergoing reconstruction and provides a platform for future field researches. |
Article number: 24 |
| Keywords: Artificial intelligence, bank advertising, database theory, paradigm model, Rafdin Bank, digital marketing |
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Full-Text [PDF 281 kb]
(6 Downloads)
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Article type: Research |
Subject:
General
Received: 2024/08/1 | Accepted: 2024/09/17 | Published: 2024/08/31
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