Journal of Intelligent Strategic Management

Journal of Intelligent Strategic Management

Designing a Metaverse Marketing Model in Maskan Bank with a Data-Based Approach

Document Type : Original Article

Authors
1 PhD student in Business Administration, Bab.C., Islamic Azad University, Babol, Iran
2 Assistant Professor, Department of business management, Bab.C., Islamic Azad University, Babol, Iran
Abstract
The ultimate goal of this research is to design a metaverse marketing model in Maskan Bank with a data-based approach and focusing on digital transformation in the context of the Iranian banking industry; a model that can help improve competitiveness, enhance customer experience, and create new values ​​based on advanced technologies. This research, using the systematic approach of Strauss and Corbin's (1998) data-based theory, has gone through a three-stage coding process (open, axial, and selective); in such a way that the researcher, based on in-depth interviews with experts, succeeded in identifying 5 main categories, 26 subcategories, and 65 conceptual codes as influential dimensions and components in the formation of Maskan Bank's metaverse marketing model. In the first (qualitative) phase of the research, the statistical population consisted of senior managers, experts, and analysts in the fields of digital banking, technology-driven marketing, and banking metaverse, as well as university professors and researchers active in the field of future-oriented banking and new financial technologies. 14 people were selected from among the key experts up to the theoretical saturation stage using purposive sampling and snowball technique. In this phase, data were collected through semi-structured interviews based on a scientific protocol and analyzed with MAXQDA software. In the second (quantitative) phase, 434 questionnaires were distributed and collected using a random sampling method based on the Morgan table. The data collection tool was a standardized questionnaire based on the dimensions extracted from the qualitative phase. Quantitative data were analyzed using SPSS26 and SmartPLS4 software, and conceptual model fitting and hypothesis testing were performed. The research findings showed that causal variables such as competitive banking pressures, legal and regulatory requirements, changes in customer preferences, and environmental pressures, along with technological infrastructure, culture, and human capital, research and development capacity, and digital networking, provide the necessary foundation and context for the transformation of data-driven marketing in Maskan Bank. The pivotal role of data-driven marketing, innovative product development, and customer experience management has created a dynamic relationship between causal conditions, digital strategies, and performance outcomes, including increased productivity, market development, and improved service quality. Accordingly, the final research model has established a coherent and data-driven link between macro policymaking, risk management, organizational agility, and the development of metaverse marketing. As a roadmap for bank managers and policymakers, this model can pave the way for the establishment of new-generation banking and the creation of a sustainable competitive advantage in the country's financial industry.
Keywords

Subjects


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