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کاربرد پلتفرمهای رسانههای اجتماعی در بانکداری | ||
بررسیهای مدیریت رسانه | ||
دوره 4، شماره 1، 1404، صفحه 135-191 اصل مقاله (1.67 M) | ||
نوع مقاله: مقاله پژوهشی | ||
شناسه دیجیتال (DOI): 10.22059/mmr.2025.396235.1181 | ||
نویسندگان | ||
علی وزیری1؛ هادی همتیان2؛ ابوالفضل دانایی* 3؛ سیدمحمد زرگر3 | ||
1دانشجوی دکتری، گروه مدیریت رسانه، دانشکدة بازار و کسبوکار، واحد سمنان، دانشگاه آزاد اسلامی، سمنان، ایران. | ||
2دانشیار، گروه مدیریت دولتی، دانشکدة بازار و کسبوکار، واحد سمنان، دانشگاه آزاد اسلامی، سمنان، ایران. | ||
3دانشیار، گروه مدیریت رسانه، دانشکدة بازار و کسبوکار، واحد سمنان، دانشگاه آزاد اسلامی، سمنان، ایران. | ||
چکیده | ||
هدف: هدف این پژوهش آگاهی از کاربردهای پلتفرمهای رسانههای اجتماعی در صنعت بانکداری است. با توجه به رشد فزایندۀ استفاده از رسانههای اجتماعی و اهمیت صنعت بانکداری، درک چگونگی بهکارگیری این ابزارها توسط مؤسسههای مالی، برای آگاهی ذینفعان مختلف، امری ضروری است. روش: بهمنظور دستیابی به هدف پژوهش، پژوهشهای پیشین بهروش مرور نظاممند کاوش و بررسی شدند. روی هم، ۱۴۷ پژوهش در نمونة نهایی گنجانده شد و کاربردهای کلیدی در تماممتن آنها استخراج شدند. یافتهها: یافتهها نشان داد که رسانههای اجتماعی، دستکم ۴۷ کاربرد کلیدی در صنعت بانکداری دارند که این کاربردها را میتوان در هفت تِم فراگیر دستهبندی کرد: ۱. تعامل و مدیریت ارتباط با مشتری؛ ۲. بازاریابی، تبلیغات، و فروش؛ ۳. برندسازی و مدیریت شهرت؛ ۴. هوش تجاری و تحلیل دادهها؛ ۵. برنامهریزی استراتژیک؛ ۶. عملیات داخلی و استفادۀ کارکنان؛ ۷. آموزش سواد مالی و بانکی. نتیجهگیری: بر پایۀ یافتهها، روشن است که پلتفرمهای رسانههای اجتماعی پتانسیل چشمگیری برای تحول در عملیات بانکی و بهبود ارتباط با مشتری دارند؛ اما پیادهسازی موفقیتآمیز کاربردها، به استراتژیهای دقیق، در نظر گرفتن ویژگیهای خاص هر پلتفرم، توجه به زمینههای فرهنگی و جغرافیایی و درک دیدگاههای مشتریان نیازمند است. اهمیت این ابزارها برای آیندۀ بانکداری بر کسی پوشیده نیست و پژوهشهای بیشتر و کاربردیتر، برای بهرهبرداری کامل از مزایای این پلتفرمها و رفع چالشهای موجود یکی از نیازمندیهای کلیدی است. | ||
کلیدواژهها | ||
رسانههای اجتماعی؛ بانکداری؛ مرور نظاممند؛ شبکههای اجتماعی؛ مدیریت روابط مشتریان | ||
مراجع | ||
امینی مهر، اکبر (1402). تفسیر و پیشبینی بازارهای مالی با استفاده از استخراج اطلاعات از دادههای شبکه اجتماعی توییتر. پایاننامه کارشناسی ارشد، دانشگاه علم و صنعت ایران، دانشکده مهندسی کامپیوتر.
حسینی پور، رضا (1400). شناسایی شبکه هیئت مدیره و تأثیر آن بر مدیریت سود و عملکرد مالی شرکت: رویکرد تحلیل شبکه اجتماعی. رساله دکتری، دانشگاه فردوسی مشهد، دانشکده علوم اداری و اقتصادی.
حیدری، رضا و خادمی، سیدموسی (1402). ارزیابی اثر شبکۀ اجتماعی در امتیاز اعتباری افراد با روشهای یادگیری عمیق ماشین. پژوهشهای پولی و بانکی، 16(57)، 409- 427.
رادفر، رضا؛ میرزایی نژاد لیمویی، معصومه و فتحی، کیامرث (1403). تحلیل دینامیکی عملکرد بازارهای مالی ایران، مبتنی بر ریسک سرمایهگذاری کاربردی از تحلیل شبکه اجتماعی و پویاییشناسی سیستم. نشریه اقتصاد مالی، 18(69)، 417- 438.
قباخلو، مهرگان؛ رجبزاده قطری، علی؛ طلوعی اشلقی، عباس و البرزی، محمود (1401). طراحی سیستم توصیهگر شخصیسازیشده برمبنای آنالیز احساسات در رسانههای اجتماعی (مورد مطالعه: سیستم بانکی). پژوهشهای مدیریت منابع سازمانی، 12(1)، 163- 189.
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