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The Effect of Ethics in Social Media Marketing on the Formation of Customer Trust in the Brand
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Abstract: (966 Views) |
Background: social media is a powerful tool to reach organizations to target audiences. The main purpose of this study is to investigate the effect of ethics in social media marketing on the formation of customer trust in the brand in the Refah Bank.
Method: This research is applied based on the purpose and based on the nature of the method of descriptive-survey research. The statistical population of the present study includes the customers of the branches of the Refah Bank in Lorestan province. According to Morgan's table, 384 people were selected for the available sample. The data collection tool in this study was standard questionnaires in the field of research variables. Structural equation technique using LISREL software was used to analyze the data and test the research hypotheses.
Results: The results showed that the observance of ethics in social media marketing has a positive and significant relationship with the formation of customers 'trust in the banking brand in the Refah Bank. Ethics in online advertising, perceived online value, online communication and online communities also have a positive and significant relationship with the formation of banking brand trust in the Refah Bank.
Conclusion: The use of incorrect and immoral methods in marketing through social media is not only humanly and morally unfavorable, but will undoubtedly lead to loss of customer trust and discredit of the organization.
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| Keywords: Ethics, Marketing, Social media, Customer trust |
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Full-Text [PDF 425 kb]
(488 Downloads)
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Type of Study: Research |
Subject:
Special
Received: 2021/12/16 | Accepted: 2022/02/14 | Published: 2022/08/4
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