واکاوی پدیده بانکداری اجتماعی رسانه‌محور: یک مطالعه کیفی

Abstract: Due to their inherent nature, social media platforms can facilitate the implementation of social banking by providing a framework for extensive social interaction, which is a prerequisite for this deployment. This study aims to elucidate the link between social banking and social media, thereby exploring the phenomenon known as media-driven social banking. To achieve this objective, a qualitative approach using the grounded theory method was employed, involving interviews with 16 experts in the fields of banking, management, media, information technology, and sociology, all of whom possessed theoretical knowledge and practical experience in banking and digital transformation in Iran. Based on the expert interviews, the core concept in media-driven social banking is the transition from a transaction-centric approach to social interactions, signifying a fundamental paradigm shift in the nature of banking relationships within interactive media platforms. This phenomenon indicates that banking is shedding its rigid, bureaucratic shell to become a living, social entity woven into the fabric of people's daily lives. Consequently, the success of social banking in Iran hinges on striking a balance between core values and the modern capabilities of social media. Although structural, regulatory, and skill-related barriers remain significant, the momentum of digital transformation and the demands of the new generation have set banks on an irreversible path. The findings of this study can assist policymakers and practitioners in the Iranian banking industry in making better provisions for the deployment of social banking.