Designing and Explaining a Content Marketing Pattern with the Aim of Brand Reinforcement in the Country's Banking Industry

This study was conducted with the aim of designing and explaining a content marketing pattern with a brand reinforcement approach in the country's banking industry. This research is applied in terms of objective, exploratory in terms of approach, and mixed in terms of data analysis. In the qualitative phase of the research and in order to design a model based on methodology of data foundation theory, a group of experts including senior managers of the banking industry, university professors in the field of marketing, and marketing consultants familiar with the banking industry were considered as the statistical population. Snowball sampling method was used in this phase, and this process continued until reaching the theoretical saturation. 9 interviews were conducted in total. Also in quantitative phase, the customers of the banking industry in the city of Tehran were considered as population and 450 people were selected among them as the statistical sample based on equal size cluster sampling. In the qualitative phase of the research, due to using the data foundation theory, the main data collection tool was unstructured in-depth interviews with experts. In the quantitative phase of the research, the main data collection tool was a closed-ended researcher-made questionnaire consisting of 37 items that were designed based on the initial conceptual model. The SPSS, LISREL, and smart-PLS pieces of software were used to perform descriptive and inferential analyzes in the quantitative phase of the research. Finally, the research results led to designing a content marketing pattern with a brand reinforcement approach in the country's banking industry with 11 main variables and the hypothetical relationships of the model were tested and approved in a large population.