The Effect of the Content of Advertisement Message with the Theme of Social Responsibility on Customer Behavior (Knowledge and Interest) in Agricultural Bank, Iran

Abstract

The present study investigated the content of advertisement message with the theme of social responsibility on customer behavior (knowledge and interest) of Agricultural Bank. This study aimed to assess the relationship between the content of the advertisement message and customer behavior of Agricultural Bank. Therefore, the current study was conducted using the method of measuring and also using questionnaires. The statistical population consisted of the customers of Tehran Agricultural Bank. The sample size included 276 people selected using random sampling. Multivariate data analysis and SPSS software were also used to analyze data. In this study the variable of the content of advertisement message with the theme of social responsibility and the variable of customer behavior in two aspects of knowledge and interest were evaluated. According to the results, there was a significant relationship between the content of advertisement message with the theme of social responsibility and two aspects of customer knowledge and interest. The value of correlation between the variable of the content of advertisement message of Agricultural Bank and customer behavior (r) is equal 0.43 indicating positive and strong correlation. It means that the advertisement of Agricultural Bank could affect the customer points of view as well as their behaviors. Based on these findings the main hypothesis of this study was confirmed.