Relationship between Social Media and Communication Strategies - Marketing Security

Social media as a modern technology and facilitating tool for communication between institutions and clients that can be timely, relevant to marketing, customer service and information, improve and guarantee the level of information security, create and maintain trust between the bank and the safety of customers. Accordingly, the main purpose of this study is to investigate the relationship between use of social media in communication strategies and marketing in branches of Tehran Tejarat Bank. The research method is communicative and security quantitative survey, descriptive-analytic and correlation. Statistical population of the study is all professors, experts, in the field of banking senior managers and middle managers in tejarat Bank of Tehran branches. Sample size: 210 people were selected based on Morgan's table and a researcher-made questionnaire was used to collect data. The content validity (content) and reliability of the questionnaires were obtained with respect to the Cronbach's alpha coefficient above 0/7. Spearman correlation coefficients showed that the variables of social media and its components: infrastructure, security considerations, customer acceptance and social culture were respectively (0/53), (0/68), (0/85), (0/16) and (0/45) have a meaningful and positive relationship with marketing communicative strategies. Generally, in this study, it can be concluded that in today's world, social media has become a powerful force in shaping the aspects of commerce and marketing with its own communicative-security strategies. This presence of social media is based on challenges and issues in the field of marketing, especially security issues and considerations.