Digital marketing model based on virtual gaming in electronic banking with structural equation approach

This research presents a digital marketing model based on virtual gaming in electronic banking. This research has a practical approach. In terms of nature, it is included in mixed methods (exploratory-descriptive). Research data has been collected through five-choice Likert questions included in the research questionnaire. In this research, in order to analyze the data obtained from the questionnaire, according to the statistical needs, SPSS.V24 statistical software and pls.V3 structural equation software were used in the form of descriptive and inferential statistics in the form of linear and multiple regression. Cochran's formulas were used to select the sample size in the quantitative part of the statistical population, the number of which is 384 people for the unlimited population. Also, the results of the quantitative section showed that the causal conditions affect the marketing of the game; Game marketing and intervention and contextual conditions have a significant impact on the strategies and research strategies on the outcomes among the customers of Bank Sepe Shahr in Tehran.