The Antagonism of the “Bank Customer” Constructs: A Sociological Etude

Radij Nazibovich Ibragimov; Svetlana Vasilyevna Trusova; Isai Mikhailovich Abramov

doi:doi:10.11648/j.ss.20261505.14

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The Antagonism of the “Bank Customer” Constructs: A Sociological Etude

Radij Nazibovich Ibragimov^*

, Svetlana Vasilyevna Trusova

, Isai Mikhailovich Abramov

Published in Social Sciences (Volume 15, Issue 5)

Received: 25 August 2026 Accepted: 8 September 2026 Published: 20 September 2026

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Abstract

This article examines how images of financial clients are constructed in two contrasting organizational settings: the Israeli commercial bank Bank Hapoalim and the Russian financial pyramid MMM. Its aim is to compare the institutional representation of a responsible bank client with interpretations of the risk-taking participant in a financial pyramid. The study takes the form of a qualitative sociological etude based on comparative documentary analysis and the interpretation of cultural representations. The materials comprise corporate environmental, social, and governance reporting, published sociological research, retrospective survey evidence, regulatory guidance, press accounts, and the film PyraMMMid. These sources are distinguished by their evidential role: corporate reports express institutional self-presentation, published observations concern participant behavior, and the film provides an artistic representation rather than direct historical evidence. The analysis suggests that Bank Hapoalim presents an ideal client through the language of trust, social responsibility, and sustainable development. In the MMM case, the literature complicates an exclusively naive-victim interpretation by identifying participants whose awareness of risk coexisted with speculative expectations and collective pressures. The comparison is interpreted through constructivist and objectivist perspectives, understood as analytical emphases rather than mutually exclusive properties of the organizations. The main conclusion is that client portraits depend on institutional narratives, social conditions, and the researcher's choice of evidence. Because the cases differ in historical context and source composition, the findings are exploratory and do not establish representative psychological profiles of either client population. The study highlights the importance of separating institutional ideals from observed behavior when assessing trust and responsibility in financial relationships.

Published in	Social Sciences (Volume 15, Issue 5)
DOI	10.11648/j.ss.20261505.14
Page(s)	285-289
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2026. Published by Science Publishing Group

Keywords

Social Construct, Bank Client, Corporate Social Responsibility, Financial Pyramid, MMM, Bank Hapoalim, Sociological Etude, Objectivism, Constructivism

References

[1]	Kapelyush, A. K. Social Composition of Russian Bank Customers and Their Behavioral Attitudes in the Financial Services Market. Candidate of Sociological Sciences dissertation abstract. 2007. (In Russian). https://dspace.kpfu.ru/xmlui/handle/net/154143 (accessed September 6, 2026).
[2]	Sablin, M. T. Social Effect of Managing Bank–Private Client Relations. Candidate of Sociological Sciences dissertation. 2004. (In Russian). https://www.dissercat.com/content/sotsialnyi-effekt-upravleniya-otnosheniyami-bank-chastnyi-klient (accessed September 6, 2026).
[3]	Fatikhov, A. I. Financial Behavior of Social Groups of the Population of a Large City in Modern Russian Society. Candidate of Sociological Sciences dissertation abstract. Ufa, 2011. (In Russian). https://cheloveknauka.com/finansovoe-povedenie-sotsialnyh-grupp-naseleniya-krupnogo-goroda-v-sovremennom-rossiyskom-obschestve (accessed September 6, 2026).
[4]	Aleksandrova, O. A.; Yarasheva, A. V. The Influence of Economic Expectations on the Financial Behavior of the Russian Population. Voprosy Statistiki. 2016, (5), 70–79. (In Russian). https://doi.org/10.34023/2313-6383-2016-0-5-70-79
[5]	Smelova, A. A. Economic Sociology of the Financial Crisis. Theory and Practice of Social Development. 2014, (2), 104–108. (In Russian). https://archive.dom-hors.ru/teoria-praktika/2014/2 (accessed September 6, 2026).
[6]	Gerasimov, A. N. Social Banking: Elimination of Ambiguity. Caucasian Science Bridge. 2022, 5(4), 12–21. (In Russian). https://doi.org/10.18522/2658-5820.2022.4.1
[7]	Polyarush, A. A. Constructivism and Objectivism as Alternative Methodological Foundations of Learning and Teaching Respectively. International Journal of Humanities and Natural Sciences. 2025, 8(107), 225–229. (In Russian). https://doi.org/10.24412/2500-1000-2025-8-225-229
[8]	Bank Hapoalim. ESG and Corporate Social Responsibility. https://www.bankhapoalim.com/en/investor-relations/social-responsibility-new (accessed September 6, 2026).
[9]	Bank Hapoalim. 2024 ESG Report. 2025. https://www.bankhapoalim.com/sites/bnhpcom/files/media/com/FinancialInformation/ESG_poalim_2024_English_digital_12.8.25.pdf (accessed September 6, 2026).
[10]	Maala. Bank Hapoalim: 2026 Rating. https://maala.org.il/en/ranking/bank-hapoalim-2026/ (accessed September 6, 2026).
[11]	Bank of Russia. Signs of a Financial Pyramid and Unfair Practices in the Financial Market. (In Russian). https://www.cbr.ru/faq/pnp/ (accessed September 6, 2026).
[12]	Radaev, V. V. Lessons from Financial Pyramids, or What Economic Sociology Can Say about Mass Financial Behavior. Universe of Russia. 2002, 11(2), 39–69. (In Russian). https://mirros.hse.ru/article/view/5319 (accessed September 6, 2026).
[13]	VTsIOM. MMM: 20 Years Later. Analytical Review. 2014. (In Russian). https://wciom.ru/analytical-reviews/analiticheskii-obzor/mmm-20-let-spustya (accessed August 15, 2026).
[14]	Salavatov, E., director. PyraMMMid [PiraMMMida]. Feature film. Russia: Leopolis, 2011. (In Russian). Film information: https://www.domkino.tv/announce/11050 (accessed September 6, 2026).
[15]	Krakova, S. Pyramids of Russia: How Lenya Golubkov Conquered the Country. Gazeta. Ru. September 19, 2018. (In Russian). https://www.gazeta.ru/business/2018/09/19/11974849.shtml (accessed September 6, 2026).
[16]	Sergeev, N. A Pyramid Identified in MMM-2011. Kommersant. June 7, 2012. (In Russian). https://www.kommersant.ru/doc/1953446 (accessed September 6, 2026).

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APA Style

Ibragimov, R. N., Trusova, S. V., Abramov, I. M. (2026). The Antagonism of the “Bank Customer” Constructs: A Sociological Etude. Social Sciences, 15(5), 285-289. https://doi.org/10.11648/j.ss.20261505.14

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ACS Style

Ibragimov, R. N.; Trusova, S. V.; Abramov, I. M. The Antagonism of the “Bank Customer” Constructs: A Sociological Etude. Soc. Sci. 2026, 15(5), 285-289. doi: 10.11648/j.ss.20261505.14

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AMA Style

Ibragimov RN, Trusova SV, Abramov IM. The Antagonism of the “Bank Customer” Constructs: A Sociological Etude. Soc Sci. 2026;15(5):285-289. doi: 10.11648/j.ss.20261505.14

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@article{10.11648/j.ss.20261505.14,
  author = {Radij Nazibovich Ibragimov and Svetlana Vasilyevna Trusova and Isai Mikhailovich Abramov},
  title = {The Antagonism of the “Bank Customer” Constructs: A Sociological Etude},
  journal = {Social Sciences},
  volume = {15},
  number = {5},
  pages = {285-289},
  doi = {10.11648/j.ss.20261505.14},
  url = {https://doi.org/10.11648/j.ss.20261505.14},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ss.20261505.14},
  abstract = {This article examines how images of financial clients are constructed in two contrasting organizational settings: the Israeli commercial bank Bank Hapoalim and the Russian financial pyramid MMM. Its aim is to compare the institutional representation of a responsible bank client with interpretations of the risk-taking participant in a financial pyramid. The study takes the form of a qualitative sociological etude based on comparative documentary analysis and the interpretation of cultural representations. The materials comprise corporate environmental, social, and governance reporting, published sociological research, retrospective survey evidence, regulatory guidance, press accounts, and the film PyraMMMid. These sources are distinguished by their evidential role: corporate reports express institutional self-presentation, published observations concern participant behavior, and the film provides an artistic representation rather than direct historical evidence. The analysis suggests that Bank Hapoalim presents an ideal client through the language of trust, social responsibility, and sustainable development. In the MMM case, the literature complicates an exclusively naive-victim interpretation by identifying participants whose awareness of risk coexisted with speculative expectations and collective pressures. The comparison is interpreted through constructivist and objectivist perspectives, understood as analytical emphases rather than mutually exclusive properties of the organizations. The main conclusion is that client portraits depend on institutional narratives, social conditions, and the researcher's choice of evidence. Because the cases differ in historical context and source composition, the findings are exploratory and do not establish representative psychological profiles of either client population. The study highlights the importance of separating institutional ideals from observed behavior when assessing trust and responsibility in financial relationships.},
 year = {2026}
}

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TY  - JOUR
T1  - The Antagonism of the “Bank Customer” Constructs: A Sociological Etude
AU  - Radij Nazibovich Ibragimov
AU  - Svetlana Vasilyevna Trusova
AU  - Isai Mikhailovich Abramov
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PY  - 2026
N1  - https://doi.org/10.11648/j.ss.20261505.14
DO  - 10.11648/j.ss.20261505.14
T2  - Social Sciences
JF  - Social Sciences
JO  - Social Sciences
SP  - 285
EP  - 289
PB  - Science Publishing Group
SN  - 2326-988X
UR  - https://doi.org/10.11648/j.ss.20261505.14
AB  - This article examines how images of financial clients are constructed in two contrasting organizational settings: the Israeli commercial bank Bank Hapoalim and the Russian financial pyramid MMM. Its aim is to compare the institutional representation of a responsible bank client with interpretations of the risk-taking participant in a financial pyramid. The study takes the form of a qualitative sociological etude based on comparative documentary analysis and the interpretation of cultural representations. The materials comprise corporate environmental, social, and governance reporting, published sociological research, retrospective survey evidence, regulatory guidance, press accounts, and the film PyraMMMid. These sources are distinguished by their evidential role: corporate reports express institutional self-presentation, published observations concern participant behavior, and the film provides an artistic representation rather than direct historical evidence. The analysis suggests that Bank Hapoalim presents an ideal client through the language of trust, social responsibility, and sustainable development. In the MMM case, the literature complicates an exclusively naive-victim interpretation by identifying participants whose awareness of risk coexisted with speculative expectations and collective pressures. The comparison is interpreted through constructivist and objectivist perspectives, understood as analytical emphases rather than mutually exclusive properties of the organizations. The main conclusion is that client portraits depend on institutional narratives, social conditions, and the researcher's choice of evidence. Because the cases differ in historical context and source composition, the findings are exploratory and do not establish representative psychological profiles of either client population. The study highlights the importance of separating institutional ideals from observed behavior when assessing trust and responsibility in financial relationships.
VL  - 15
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Author Information

Radij Nazibovich Ibragimov

Institute of Management, Economics and Agrotechnologies, Katanov Khakass State University, Abakan, Russia Federation

Contact Email

http://orcid.org/0000-0002-6130-0598
Svetlana Vasilyevna Trusova

Institute of Management, Economics and Agrotechnologies, Katanov Khakass State University, Abakan, Russia Federation

Contact Email

http://orcid.org/0009-0005-1233-853X
Isai Mikhailovich Abramov

Institute of Management, Economics and Agrotechnologies, Katanov Khakass State University, Abakan, Russia Federation

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APA Style

Ibragimov, R. N., Trusova, S. V., Abramov, I. M. (2026). The Antagonism of the “Bank Customer” Constructs: A Sociological Etude. Social Sciences, 15(5), 285-289. https://doi.org/10.11648/j.ss.20261505.14

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ACS Style

Ibragimov, R. N.; Trusova, S. V.; Abramov, I. M. The Antagonism of the “Bank Customer” Constructs: A Sociological Etude. Soc. Sci. 2026, 15(5), 285-289. doi: 10.11648/j.ss.20261505.14

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AMA Style

Ibragimov RN, Trusova SV, Abramov IM. The Antagonism of the “Bank Customer” Constructs: A Sociological Etude. Soc Sci. 2026;15(5):285-289. doi: 10.11648/j.ss.20261505.14

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@article{10.11648/j.ss.20261505.14,
  author = {Radij Nazibovich Ibragimov and Svetlana Vasilyevna Trusova and Isai Mikhailovich Abramov},
  title = {The Antagonism of the “Bank Customer” Constructs: A Sociological Etude},
  journal = {Social Sciences},
  volume = {15},
  number = {5},
  pages = {285-289},
  doi = {10.11648/j.ss.20261505.14},
  url = {https://doi.org/10.11648/j.ss.20261505.14},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ss.20261505.14},
  abstract = {This article examines how images of financial clients are constructed in two contrasting organizational settings: the Israeli commercial bank Bank Hapoalim and the Russian financial pyramid MMM. Its aim is to compare the institutional representation of a responsible bank client with interpretations of the risk-taking participant in a financial pyramid. The study takes the form of a qualitative sociological etude based on comparative documentary analysis and the interpretation of cultural representations. The materials comprise corporate environmental, social, and governance reporting, published sociological research, retrospective survey evidence, regulatory guidance, press accounts, and the film PyraMMMid. These sources are distinguished by their evidential role: corporate reports express institutional self-presentation, published observations concern participant behavior, and the film provides an artistic representation rather than direct historical evidence. The analysis suggests that Bank Hapoalim presents an ideal client through the language of trust, social responsibility, and sustainable development. In the MMM case, the literature complicates an exclusively naive-victim interpretation by identifying participants whose awareness of risk coexisted with speculative expectations and collective pressures. The comparison is interpreted through constructivist and objectivist perspectives, understood as analytical emphases rather than mutually exclusive properties of the organizations. The main conclusion is that client portraits depend on institutional narratives, social conditions, and the researcher's choice of evidence. Because the cases differ in historical context and source composition, the findings are exploratory and do not establish representative psychological profiles of either client population. The study highlights the importance of separating institutional ideals from observed behavior when assessing trust and responsibility in financial relationships.},
 year = {2026}
}

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TY  - JOUR
T1  - The Antagonism of the “Bank Customer” Constructs: A Sociological Etude
AU  - Radij Nazibovich Ibragimov
AU  - Svetlana Vasilyevna Trusova
AU  - Isai Mikhailovich Abramov
Y1  - 2026/09/20
PY  - 2026
N1  - https://doi.org/10.11648/j.ss.20261505.14
DO  - 10.11648/j.ss.20261505.14
T2  - Social Sciences
JF  - Social Sciences
JO  - Social Sciences
SP  - 285
EP  - 289
PB  - Science Publishing Group
SN  - 2326-988X
UR  - https://doi.org/10.11648/j.ss.20261505.14
AB  - This article examines how images of financial clients are constructed in two contrasting organizational settings: the Israeli commercial bank Bank Hapoalim and the Russian financial pyramid MMM. Its aim is to compare the institutional representation of a responsible bank client with interpretations of the risk-taking participant in a financial pyramid. The study takes the form of a qualitative sociological etude based on comparative documentary analysis and the interpretation of cultural representations. The materials comprise corporate environmental, social, and governance reporting, published sociological research, retrospective survey evidence, regulatory guidance, press accounts, and the film PyraMMMid. These sources are distinguished by their evidential role: corporate reports express institutional self-presentation, published observations concern participant behavior, and the film provides an artistic representation rather than direct historical evidence. The analysis suggests that Bank Hapoalim presents an ideal client through the language of trust, social responsibility, and sustainable development. In the MMM case, the literature complicates an exclusively naive-victim interpretation by identifying participants whose awareness of risk coexisted with speculative expectations and collective pressures. The comparison is interpreted through constructivist and objectivist perspectives, understood as analytical emphases rather than mutually exclusive properties of the organizations. The main conclusion is that client portraits depend on institutional narratives, social conditions, and the researcher's choice of evidence. Because the cases differ in historical context and source composition, the findings are exploratory and do not establish representative psychological profiles of either client population. The study highlights the importance of separating institutional ideals from observed behavior when assessing trust and responsibility in financial relationships.
VL  - 15
IS  - 5
ER  -

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