Document Type : Original Article
Authors
1 Corresponding Author, Assistant Professor, Faculty of Management & Accounting, Payame Noor University, Tehran, Iran, r.hosseini59@pnu.ac.ir , +989127186194
2 MSc, Faculty of Management & Accounting, Payame Noor University, Tehran, Iran, . Fatahi.t@bank-day.ir -09189405055
Abstract
Purpose: The customer’s behavior is influenced by their mental image of the Banks. Information resources are one of the factors that shape this mental image. electronic word of mouth(eWOM) is considered a powerful advertising tool and also an important and influential resource of information on the attitudes and behavior of customers. The aim of the present research is to investigate the position of eWOM among the advertising strategies that form the mental image of the customers of Bank Day branches in the west of the country.
Method: The present research is applied in terms of purpose and descriptive and analytical in terms of nature. It is also a field survey in terms of data collection. The background of the research was compiled through library resources and web browsing And then8 options and 9 criteria were identified that the decision matrix questionnaire was designed. Therefore, the researcher's decision matrix was used to collect data And its content validity was confirmed through professors. The statistical population of this research was made up of all the experts working in the branches of Bank Day Gharb in the country. In the present study,23 experts were selected based on selective and snowball sampling.
Results: Data analysis was done in Taxonomy software. The results showed that the eWOM advertising strategy ranked third among the advertising strategies after television advertising and Internet advertising in the formation of the customer’s mental image.
Conclusions: Based on the research findings, The strategy of electronic recommendation advertising
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