Designing a Digital Marketing Communications Model with a Perceived Humanism and Artificial Intelligence Approach and Its Role in the Intention to Use Mobile Banking (Case Study: Private Banks)

Document Type : Original Article

Authors

1 Department of management, Deh.C., Islamic Azad University., Isfahan, Iran

2 Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Iran

3 Department of management, Deh.C., Islamic Azad University, Isfahan,Iran

10.22034/cbsj.2026.145371.2933

Abstract

Today, digital marketing has been considered as one of the most important communication strategies with customers in various sectors, especially in the banking industry. The present study aimed to present a digital marketing communication model based on perceived humanization of artificial intelligence and to investigate its role on the intention to use mobile banking among private banks in Iran. The research method was qualitative with an exploratory approach. The main objective of the study was to identify the indicators and components of the digital marketing communication model based on perceived humanization and artificial intelligence, as well as the intention to use mobile banking. In the qualitative part, by using content analysis with 16 digital banking experts in the headquarters of private banks in Tehran using semi-structured interviews, 17 components were identified in five main dimensions of humanization of artificial intelligence and six components of the intention to use mobile banking. . Based on the research findings, it can be stated that in the competitive Iranian banking market, the success of mobile banking no longer depends solely on technical efficiency, but also on the ability to create empathetic, respectful, competent, and enjoyable AI that is capable of creating lasting digital attachment. The results of this research provide a new strategy for Iranian banks in the era of relationship-oriented banking based on AI and pave the way for longitudinal and comparative research in the field of anthropomorphizing digital financial services.

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References

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Consumer Behavior Studies Journal
Volume 12, Issue 4
April 2026
Pages 174-196

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