Providing an electronic marketing model in digital banking in Iran

Document Type : Research Paper


1 Department of Business Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran

2 Department of Business Management, Tehran North Branch, Islamic Azad University, Tehran, Iran

3 Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran


Digitalization uses digital technologies to change the business model and create new income and production values. The vast technological advances and the rapid movement of human societies towards digital life are noticeable in all areas of life. Intelligence and using new technologies have become decisive elements in all aspects of human life, and banks are no exception. They must adapt to new conditions to survive in the competitive market and survive. The transition from traditional banking to digital banking is accompanied by profound and fundamental changes in the field of perspective redefinition, including the mission, role, and performance of banks in society; the fundamental changes in the business model based on information obtained from data analysis; the application of artificial intelligence; the changes in the income portfolio of banks; the strategic partnerships of banks with other industries; and the expansion of banks’ activities inside and outside the country. These are referred to as paradigm shifts in banking. Despite the importance and sensitivity of the issue, this is less known among businesses, customers, and even bank employees. Thus, it requires targeted marketing using new and effective technologies in the form of digital marketing. The present study was conducted to provide an electronic marketing model in digital banking in Iran. The research method was developmental-applied in terms of its purpose. In this research, the grounded theory method was used. The statistical population of this research included digital banking and marketing industry experts. Expert sampling was a non- probability (purposive) sampling. Sampling was done until theoretical saturation was reached. The current research used a semi-structured interview with experts with special conditions and characteristics (academic experts in the marketing field, university faculty members, and bank experts and managers). To this purpose, firstly, the concepts, categories, and dimensions of electronic marketing in digital banking were discussed, and then an electronic marketing model was provided in digital banking. After three steps of open, axial, and selective coding, ten variables and 32 indicators were extracted. They were presented under the six factors of Strauss and Corbin’s ”coding paradigm” model in the form of an electronic marketing model in digital banking.


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Volume 14, Issue 11
November 2023
Pages 63-74
  • Receive Date: 12 September 2022
  • Revise Date: 12 December 2022
  • Accept Date: 26 December 2022