Commercial Surveys

Commercial Surveys

Future Research on Smart Marketing in the Banking System with a Focus on Decentralized Autonomous Organizations

Document Type : Original Article

Author
Assistant Prof., Department of Business Management, Payam Noor University, Tehran, Iran
Abstract
This study aims to explore the future of smart marketing in Iran’s banking system with a particular focus on decentralized autonomous organizations (DAOs) and to provide practical policy recommendations. In terms of purpose, the research is applied-developmental, while methodologically it adopts a qualitative, exploratory, and future-oriented approach. The study participants consisted of senior and middle managers of commercial banks, experts in banking marketing and digital transformation, and specialists in financial technology and blockchain with substantial experience and knowledge of smart banking and decentralized mechanisms. Participants were selected through purposive sampling, and theoretical saturation was achieved after conducting interviews with 15 experts. Data were collected through semi-structured interviews focusing on emerging trends, key drivers, critical uncertainties, and desirable future scenarios for smart marketing. The data were analyzed using the Heinz and Bishop foresight framework, supported by MaxQDA and Scenario Wizard software. The findings indicate that the future of smart marketing in Iran’s banking system is primarily shaped by two critical uncertainties: the extent and pace of DAO adoption and the regulatory response of banking authorities. Scenario analysis suggests that achieving a desirable future requires regulatory support and adaptation, technological capacity building, trust development, and enhanced international cooperation. Overall, the transition from traditional marketing models toward transparent and intelligent governance based on decentralized mechanisms represents a strategic necessity for improving effectiveness, transparency, and long-term competitiveness within the country’s banking system.
Keywords

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Volume 23, Issue 134 - Serial Number 134
November and December 2026
Pages 69-94

  • Receive Date 30 January 2026
  • Revise Date 29 April 2026
  • Accept Date 30 May 2026