The Role of Advertising in Web and Traditional Media in Confidence Building Among Bank Customers

Trust is one of the most important concerns in advertising. With the development of web-based media and new forms of advertising, this concept has become more important than before, especially in the country's banking network. The purpose of this study is to investigate the role of advertising patterns in the web and traditional media in the trust and confidence of the customers of banking network. For this purpose, a conceptual model based on the Aida Model has been used in this study. The research method of this research is quantitative and based on survey method. The statistical population of the present study consists of bank customers in Tehran. Using Cochran's Formula and Combined Sampling Method, 384 people were selected as a sample. Statistical findings show that by increasing the level of attracting attention, creating interest, stimulating the desire and directing customers to receive services resulting from banking network advertising on the web and traditional media, customer trust will increase and vice versa. According to the results of this study, which was obtained through Pearson Correlation Test (r = 0.67, r = 0.33), banking advertising in traditional media has a greater impact on customer trust than web advertising.