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

Abstract

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.