Promotion through social media and its role in enhancing customers’ mental image of banks An analytical study on some branches of commercial banks

Abstract

The research aims to determine the relationship and the effect between promotion through social media and mental image, by surveying the opinions of the sample banks in the study community in the province of Al-Najaf. Based on this from a problem that has been framed with research questions in an attempt to answer it in the context of the current urging: (such as (What is the role of social media promotion in enhancing the mental image of banks discussed with customers?) What is the reality of promotion through social media in enhancing the mental image in What is the level of the mental image of the banks searched for customers? What is the role of advertising through social media in enhancing the mental image of the banks searched for customers? What is the role of stimulating sales through social media in strengthening the mental image of the banks searched for customers? The role of public relations through social media in enhancing the mental image of banks discussed among customers What is the role of direct marketing through social media in enhancing the mental image of banks discussed with customers?

The importance of the study is embodied in diagnosing the role of promotion through social media in enhancing the mental image of customers about banks, by developing promotional methods using social media in the researched banks.

In order to achieve the objectives of the study, a hypothetical model was built that defines the nature of the relationship between the independent variable and the dependent variable, a main hypothesis emerged from it, and several sub hypotheses are branched out of them that show the variation and relationship of correlation and influence between the study variables, while the sample of the study is (402) respondents from bank customers, the study sample , Analyzed using statistical analysis software (SPSS V.24, SMART PLS) and (Microsoft Excel) (Spss 24).