Document Type : Original Article

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Department of management, Faculty of Humanities Sciences, Islamic Azad University Yazd Branch, Yazd, Iran

Received: 25 August 2020                   Accepted: 07 October 2020                     Published: 01 December 2020

 10.22034/JHI.2020.122419                                                                        XML Files


The purpose of this study was to examine the role of social media marketing at depos-its, Mehr credit and financial institution customers to invest in Tehran. The research method was descriptive in terms of solidarity, which has been applied to field research methods to collect data. A survey of customers of financial institutions that are not stamped in Tehran, according to their number, and infinite population size of S is con-sidered to determine sample size of the community formula Cochran uncertain, the number of samples was assessed in a sample of 384 persons. Data collection tool was a questionnaire which its validity was established by a panel of experts and its reliability by calculating Cronbach’s alpha coefficients for the different sections of the question-naire. The results showed that most respondents are using social media marketing, media and TV can have the greatest impact on human and social commitment to ethical principles. Social Media Marketing is the value of increasing the durability of previous customers and increases their satisfaction with the agency Mehr Finance and Credit. In explaining the role of communications media shares the strengths, weaknesses, threats and opportunities posed the financial institution, credit services and facilities. The review will take advantage of social media marketing on deposit at a financial institu-tion to October, the logistic regression. The results showed that the equation for the variable age, average monthly wage variable step, variable family size, variable market-ing activities, media suitability variable, variable, variable value and brand communi-cations into stock. The negative coefficient of age, income, level of media and communi-cations adequate stock of the impact of these variables is low, and that with increasing age, income level, social marketing, media and communications fit depository of stock.