Resumen

SANAEI MEHR, Ali; GERANMAYEH POUR, Ali; JAFARI, Ali  y  HASHEMI, Shahnaz. The role of Sepah Bank Advertisement Patterns in Web space and traditional media. Conrado [online]. 2020, vol.16, n.72, pp. 254-261.  Epub 02-Feb-2020. ISSN 1990-8644.

The main objective of this research is studying the role of Sepah Bank advertisement patterns in web space and traditional media to make customers’ trust. The methodology of this research is surveying. The statistical population of this research is all customers of Sepah bank in Tehran city that 412 people were finally selected as the sample by Cochran formula and mixed sampling method. The findings of the research show that increasing attention, making interest, and stimulating desire, and moving customers to use services of Sepah bank in web and traditional space will increase customers’ trust. Moreover, customers’ attraction caused by advertisement in the traditional space has a significant effect on their trust in comparison to the advertisement in web space. It is noticed based on the findings that advertisement in old media such as radio, TV, and papers was more effective on customers’ trust of Sepah bank than modern media such as virtual space and social networks.

Palabras clave : Advertisement; traditional media; web space; trust; customer.

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