Developing a comprehensive model for the knowledge productivity in electronic word-of-mouth marketing for banks

The results of surveying the literature on knowledge productivity in electronic banking, specifically in the field of electronic word-of-mouth marketing for banks, indicate that no comprehensive model has been proposed in previous studies, and there exists a research gap in this regard. Therefore, the objective of the present study is to develop a comprehensive model for knowledge productivity in electronic word-of-mouth marketing for banks. To present the research model, the mixed method was used with the combination of quantitative and qualitative methods. The grounded theory method was used in the qualitative part of the research. Also, to analyze the quantities’ data of the study, structural equation modeling with partial least square approach and SmartPLS software were employed. The results of the study confirmed that the model presented here possesses proper fitness. Moreover, in the quantitative section, the extent and coefficient of relationships between the model variables were determined. As indicated in the results, “consequences” had a coefficient of 0.84, which was the highest level of relationship with “knowledge productivity in electronic word-of-mouth marketing for banks.” Following this coefficient, the variables of “strategies,” “contextual conditions,” “causal conditions,” and “intervening conditions” had coefficients equal to 0.79, 0.67, 0.66, and 0.63, in respective order.