Investigating the Impact of Social Network Marketing on the Bank Customers’ Profitability

Abstract

Customer loyalty is important for profitability of any business including banking industry. This study aims to investigate the effect of social network marketing on customer profitability in banks and to design a customer profitability model in the field of marketing. A deductive approach is used to develop the hypotheses based on existing theory. This study is a descriptive research and uses the survey method. The sample is collected from 200 potential customers from Melli banks in Hamadan Province, Iran. The simple random sampling technique is selected for this study. The data have been analyzed, using the structural equation modeling. The conclusion is that electronic word-of-mouth marketing, online brand community, online advertising, and customer brand loyalty are influencing factors on the bank customers' profitability.