Identifying the Components and Indicators of Social Media Usage Among Bank Users Based on the Means–End Chain Theory
Keywords:
Social media, social banking, end-to-end chain, bank usersAbstract
The present study aimed to identify the components and indicators of social media usage among bank users based on the Means–End Chain theory and to explain the relationships among perceived attributes, consequences, and values of users. This applied study employed a quantitative descriptive–survey design. The statistical population consisted of users of Bank Sepah’s social media platforms across four provincial regions. Using Cochran’s formula, a sample size of 384 participants was determined, and 362 valid questionnaires were ultimately collected. The research instrument was a researcher-made questionnaire based on the Means–End Chain theory, including 86 items measured on a five-point Likert scale. The validity of the instrument was confirmed through content validity, confirmatory factor analysis, and convergent and discriminant validity, while reliability was verified using Cronbach’s alpha and composite reliability. Data were analyzed using SPSS and SmartPLS software through structural equation modeling. The findings demonstrated that the chain “Attributes → Consequences → Values” in users’ social media usage was significant. The effect of perceived attributes on usage consequences was confirmed with a path coefficient of 0.532, and the effect of consequences on perceived values was confirmed with a coefficient of 0.647 (p<0.001). The most influential attributes included easy access to services, up-to-date information, and information transparency. Time-saving, reduced in-person visits, and increased satisfaction with the bank were identified as the most important consequences of social media usage. At the value level, perceived security, trust in the bank, and overall satisfaction with the experience were the most significant values for users. Structural model analysis further indicated that improving the functional and interactive features of bank social media could generate positive consequences that ultimately strengthen deeper values such as trust and security among users. The results indicated that the Means–End Chain theory provides an effective framework for explaining bank users’ behavior in social media environments. Banks can enhance positive user outcomes and reinforce values such as trust, security, and satisfaction by improving features including transparency, accessibility, and updated content. Therefore, strategic use of social media can contribute to developing sustainable customer relationships and improving the quality of banking services.
Downloads
References
Amawate, V. (2024). Adoption of Digital Platforms by Sponsoring Organizations and NPOs for Cause-related B2B Marketing Programs: A FsQCA Exploration. Journal of Business & Industrial Marketing, 39(3), 617-632. https://doi.org/10.1108/JBIM-09-2022-0429
Ameen, N., Pagani, M., Pantano, E., Cheah, J. H., Tarba, S. Y., & Xia, S. (2024). The Rise of Human–Machine Collaboration: Managers’ Perceptions of Leveraging Artificial Intelligence for Enhanced B2B Service Recovery. British Journal of Management, 36(1), 91-109. https://doi.org/10.1111/1467-8551.12829
Andersson, S., Aagerup, U., Svensson, L., & Eriksson, S. (2024). Challenges and opportunities in the digitalization of the B2B customer journey. Journal of Business & Industrial Marketing, 39(13), 160-174. https://doi.org/10.1108/JBIM-12-2023-0714
Anton, M. (2024). Components of Service-Dominant Logic in B2B Marketing. Management. https://doi.org/10.30857/2415-3206.2023.1.5
Brown, D. M., Apostolidis, C., Dey, B. L., Singh, P., Thrassou, A., Kretsos, L., & Babu, M. M. (2024). Sustainability starts from within: A critical analysis of internal marketing in supporting sustainable value co-creation in B2B organisations. Industrial Marketing Management, 117, 14-27. https://doi.org/10.1016/j.indmarman.2023.12.006
Cheragh Sahar, R., Sasanpour, M., & Bahrani, M. H. (2024). Investigating the Impact of Artificial Intelligence Applications on Organizational Performance Mediated by Business-to-Business (B2B) Marketing Capabilities (Case Study: Janbo Chain Stores).
Dao, T. C., Liao, Y. K., Chen, G., Luu, T. M. N., & Le, T. M. (2025). The Influence of B2B Social Media Marketing and Relationship Marketing on Customer Relationship Management Effectiveness, WOM and Loyalty: A Mediator Analysis. International Review of Management and Marketing, 15(1), 71-81. https://doi.org/10.32479/irmm.17340
Ebrahimpour, S. (2025). The Effect of B2B Firms' Technology Readiness on AI-Based Customer Relationship Management Capacity with the Mediating Role of ICT Capacity and the Moderating Role of Industry Dynamism: A Study of B2B Firms Fourth International Congress on Management, Economics, Humanities, and Business Development,
Fereira, H. D., Hirvon, G., & Sanchy, D. S. (2024). Strategic and Growth Orientation to Improve Performance of B2B SMEs in Emerging Markets. Jebi, 1(3), 301-320. https://doi.org/10.69725/jebi.v1i3.178
Hadid, A. B., Bouguelia, S., & Kheddouci, H. (2024). A New Method of B2B Customer Segmentation Based on Firmographic Data, and RFM and Graph Models. 2024 IEEE International Conference on e-Business Engineering,
Rendy, A. P., Budiyanto, & Suhermin. (2023). The Role of Value Co-Creation in Sustaining Partner Loyalty in B2B Business: A Service-Dominant Logic Approach. International Journal of Research in Business and Social Science. https://doi.org/10.20525/ijrbs.v12i9.3056
Rodriguez, M., & Peterson, R. (2024). Artificial intelligence in business-to-business (B2B) sales process: a conceptual framework. Journal of Marketing Analytics. https://doi.org/10.1057/s41270-023-00287-7
Salonen, A., Mero, J., Munnukka, J., Zimmer, M., & Karjaluoto, H. (2024). Digital content marketing on social media along the B2B customer journey: The effect of timely content delivery on customer engagement. Industrial Marketing Management, 118, 12-26. https://doi.org/10.1016/j.indmarman.2024.02.002
Sethi, A. R., Dash, S., Mishra, A., & Cyr, D. (2024). Role of community trust in driving brand loyalty in large online B2B communities. Journal of Business & Industrial Marketing, 39(2), 256-272. https://doi.org/10.1108/JBIM-10-2022-0469
Sönnichsen, S. D. (2023). Corporate Fashion and Circular Economy - How to Manage Ethical Challenges in Marketing of B2B Textiles. In P. N. E. U. H. S. M. Ghauri (Ed.), Creating a Sustainable Competitive Position: Ethical Challenges for International Firms (Vol. 37, pp. 33-57). Emerald Publishing Limited. https://doi.org/10.1108/S1876-066X20230000037003
Sousa, B., & Ferreira, P. (2025). In the heart of B2B branding: Exploring the link between brand-specific transformational leadership, employer branding and employee-based brand equity. Management Research: Journal of the Iberoamerican Academy of Management, 23(3), 315-338. https://doi.org/10.1108/MRJIAM-05-2024-1542
Wu, M., Andreev, P., Benyoucef, M., & Hood, D. (2024). Unlocking B2B buyer intentions to purchase: Conceptualizing and validating inside sales purchases. Decision Support Systems. https://doi.org/10.1016/j.dss.2023.114165
