Investigating the Effect of Verbal Assertiveness on the Perception of Brand Power and Mental Engagement of Customers in Social Networks (Study case: Shahr Bank Branches)

The purpose of this research is to investigate the effect of verbal assertiveness on the perception of brand power and the mental engagement of customers in social networks among Shahr Bank customers in Mashhad. The present research method is descriptive-survey and practical in terms of purpose. The statistical population of the research includes all the customers of Shahr Bank in Mashhad, whose number is 304,689. Based on Cochran's formula, in this research, the number of samples is 384, which was selected by simple random method. In order to analyze the research data, two methods of descriptive and inferential statistics have been used. In descriptive statistics, mean and percentage of frequency are used for demographic characteristics. In this research, after the descriptive statistics method, the data was analyzed and Cronbach's alpha test was used for the reliability of the questionnaire and SmartPLS4 and SPSS statistical software were used to analyze the information required for the test. The results indicate that word determination has a positive and significant effect on the perception of brand power in social networks among Bank Shahr customers. Also, decisiveness of words has a positive and significant effect on the mental involvement of customers in social networks among Shahr Bank customers.