Designing and Explaining a Social Marketing Model in the Iranian Banking Industry: A Grounded Theory Approach
Keywords:
Social marketing, Social banking, Grounded theory, Iranian banking industryAbstract
This study aims to design and explain a context-specific and comprehensive social marketing model tailored to the institutional, economic, and cultural characteristics of the Iranian banking industry. This research adopted a qualitative methodology based on grounded theory. Data were collected through a systematic review of the relevant literature and in-depth semi-structured interviews with 14 experts in banking, marketing, and monetary policymaking. Participants were selected using purposive sampling, and data collection continued until theoretical saturation was achieved. Data analysis was conducted using MAXQDA software following open, axial, and selective coding procedures, and the final paradigm model was developed based on the Strauss and Corbin framework. The findings indicate that organizational ethical elements, customer needs assessment, and economic dimensions constitute the core category of social marketing in the Iranian banking sector. Budget allocation, service quality, and societal economic conditions were identified as causal conditions, while risks, macro-level policies, traditional social structures, and standardization issues functioned as intervening conditions. Targeted advertising, culture-building initiatives, and regulatory frameworks were recognized as contextual conditions. Key strategies included the effective use of advanced technology, a long-term managerial perspective, and the development of effective communication, leading to outcomes such as increased customer loyalty, bank brand development, enhanced public trust, and improved social welfare. The results demonstrate that the systematic implementation of social marketing in the banking industry not only generates sustainable economic benefits for banks but also contributes significantly to strengthening public trust, improving corporate reputation, and promoting long-term social development.
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