The Role of Social Marketing in Attracting Customer Investments in Refah Bank of Gilan Province
Authors
Nasir Shikhnasiri
Department of Accounting, Roudsar and Amlash Branch, Islamic Azad University, Roudsar, Iran
Behnam Gilaninia
Department of Accounting, Roudsar and Amlash Branch, Islamic Azad University, Roudsar, Iran
Keywords:
Social Marketing, Corporate Social Responsibility, Customer Investment, Banking Industry
Abstract
This study aimed to explore the effect of social marketing activities, corporate social responsibility (CSR), and social interactions on customer investment behavior in Refah Bank of Gilan Province. The research was conducted using a descriptive-survey methodology with data collected via a 5-point Likert scale questionnaire from 384 respondents. Validity was confirmed by expert review, and reliability was assessed through Cronbach’s alpha, all values exceeding 0.70. The regression analysis showed that social marketing had the most significant effect on customer investment behavior, followed by social interactions and CSR, with all hypotheses supported by the data. Based on these findings, practical suggestions include enhancing social marketing efforts, expanding CSR activities, and fostering social interactions to improve customer investments in Refah Bank. The study concludes that all three factors positively influence customer investment behavior, providing valuable insights for the banking sector.
