Understanding the Effects of Social Media Marketing on Customers’ Bank Loyalty: A SEM Approach
This study used customers’ experiences to assess the role of social media marketing (SMM) efforts in increasing online customer-based loyalty in the banking sector in Jordan, and using the two main components of the TAM model, perceived the ease of use and perceived usefulness, to understand the rel...
Gespeichert in:
| Veröffentlicht in: | Electronics (Basel) 2023-04, Vol.12 (8), p.1822 |
|---|---|
| Hauptverfasser: | , , , , , |
| Format: | Artikel |
| Sprache: | eng |
| Schlagworte: | |
| Online-Zugang: | Volltext |
| Tags: |
Tag hinzufügen
Keine Tags, Fügen Sie den ersten Tag hinzu!
|
| container_end_page | |
|---|---|
| container_issue | 8 |
| container_start_page | 1822 |
| container_title | Electronics (Basel) |
| container_volume | 12 |
| creator | Elareshi, Mokhtar Habes, Mohammed Safori, Amjad Attar, Razaz Waheeb Noor Al adwan, Muhammad Al-Rahmi, Waleed Mugahed |
| description | This study used customers’ experiences to assess the role of social media marketing (SMM) efforts in increasing online customer-based loyalty in the banking sector in Jordan, and using the two main components of the TAM model, perceived the ease of use and perceived usefulness, to understand the relationship. Data were gathered through an online survey with 329 respondents through online banking services in Jordan. A test of the structural equation model (SEM) indicated that perceived usefulness strongly affects electronic word of mouth (EWM), informativeness (INF), and social media features (SMF); and perceived ease of use is indirectly linked to these factors. Behavioral intention is strongly affected by both the perceived usefulness and the ease of use of online banking services. Based on the self-proposed model, e-marketing has impacted customers’ bank loyalty regarding its online services, and the role of social media marketing has remained very important to enhancing customer-based loyalty. This study contributes to the literature by integrating SMF, EWM, and INF in a single framework. It also provides managerial implications and guides for scholars, managers, and practitioners in e-marketing to use customers’ experience to increase customer loyalty. Further research and suggestions are offered. |
| doi_str_mv | 10.3390/electronics12081822 |
| format | Article |
| fullrecord | <record><control><sourceid>gale_proqu</sourceid><recordid>TN_cdi_proquest_journals_2806532716</recordid><sourceformat>XML</sourceformat><sourcesystem>PC</sourcesystem><galeid>A747443710</galeid><sourcerecordid>A747443710</sourcerecordid><originalsourceid>FETCH-LOGICAL-c361t-bdc6caef34ee07a55d5212ef64276c608fde16cef6cb4c588ef4aa49a9e73a4e3</originalsourceid><addsrcrecordid>eNptUMlOAkEQnRhNJMoXeOnE82Bvs3lDgksC8YCcx6KnGgaGbuxuDtz8DX_PL7EJHjxYdajKy1uSlyQ3jA6EqOgddqiCs6ZVnnFaspLzs6THaVGlFa_4-Z__Mul7v6ZxKiZKQXvJ-9w06HwA07RmScIKyVjraOiJ1WRmVQsdmWLTApmC22A4sqwho70PdhuV359f5AHMhkzsAbpwuCdDMhtPyXC3cxbU6jq50NB57P_eq2T-OH4bPaeT16eX0XCSKpGzkC4alStALSQiLSDLmowzjjqXvMhVTkvdIMtVBNRCqqwsUUsAWUGFhQCJ4iq5PfnG2I89-lCv7d6ZGFnzkuaZ4AXLI2twYi2hw7o12gYHKm6D21ZZg7qN-LCQhZSiYDQKxEmgnPXeoa53rt2CO9SM1sf663_qFz94ZXx7</addsrcrecordid><sourcetype>Aggregation Database</sourcetype><iscdi>true</iscdi><recordtype>article</recordtype><pqid>2806532716</pqid></control><display><type>article</type><title>Understanding the Effects of Social Media Marketing on Customers’ Bank Loyalty: A SEM Approach</title><source>MDPI - Multidisciplinary Digital Publishing Institute</source><source>EZB-FREE-00999 freely available EZB journals</source><creator>Elareshi, Mokhtar ; Habes, Mohammed ; Safori, Amjad ; Attar, Razaz Waheeb ; Noor Al adwan, Muhammad ; Al-Rahmi, Waleed Mugahed</creator><creatorcontrib>Elareshi, Mokhtar ; Habes, Mohammed ; Safori, Amjad ; Attar, Razaz Waheeb ; Noor Al adwan, Muhammad ; Al-Rahmi, Waleed Mugahed</creatorcontrib><description>This study used customers’ experiences to assess the role of social media marketing (SMM) efforts in increasing online customer-based loyalty in the banking sector in Jordan, and using the two main components of the TAM model, perceived the ease of use and perceived usefulness, to understand the relationship. Data were gathered through an online survey with 329 respondents through online banking services in Jordan. A test of the structural equation model (SEM) indicated that perceived usefulness strongly affects electronic word of mouth (EWM), informativeness (INF), and social media features (SMF); and perceived ease of use is indirectly linked to these factors. Behavioral intention is strongly affected by both the perceived usefulness and the ease of use of online banking services. Based on the self-proposed model, e-marketing has impacted customers’ bank loyalty regarding its online services, and the role of social media marketing has remained very important to enhancing customer-based loyalty. This study contributes to the literature by integrating SMF, EWM, and INF in a single framework. It also provides managerial implications and guides for scholars, managers, and practitioners in e-marketing to use customers’ experience to increase customer loyalty. Further research and suggestions are offered.</description><identifier>ISSN: 2079-9292</identifier><identifier>EISSN: 2079-9292</identifier><identifier>DOI: 10.3390/electronics12081822</identifier><language>eng</language><publisher>Basel: MDPI AG</publisher><subject>Analysis ; Attitudes ; Banking industry ; Banks ; Behavior ; Brand loyalty ; Communication ; Consumer behavior ; Customers ; Digital media ; Electronic banking ; Electronic commerce ; Feedback ; Home banking services ; Influence ; Internet ; Internet marketing ; Literature reviews ; Marketing ; Mathematical models ; Multivariate statistical analysis ; Online banking ; Social media ; Social networks ; Structural equation modeling ; Technology Acceptance Model</subject><ispartof>Electronics (Basel), 2023-04, Vol.12 (8), p.1822</ispartof><rights>COPYRIGHT 2023 MDPI AG</rights><rights>2023 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License.</rights><lds50>peer_reviewed</lds50><oa>free_for_read</oa><woscitedreferencessubscribed>false</woscitedreferencessubscribed><citedby>FETCH-LOGICAL-c361t-bdc6caef34ee07a55d5212ef64276c608fde16cef6cb4c588ef4aa49a9e73a4e3</citedby><cites>FETCH-LOGICAL-c361t-bdc6caef34ee07a55d5212ef64276c608fde16cef6cb4c588ef4aa49a9e73a4e3</cites><orcidid>0000-0003-3790-7303 ; 0000-0002-0980-7439 ; 0000-0002-6212-3132</orcidid></display><links><openurl>$$Topenurl_article</openurl><openurlfulltext>$$Topenurlfull_article</openurlfulltext><thumbnail>$$Tsyndetics_thumb_exl</thumbnail><link.rule.ids>314,780,784,27924,27925</link.rule.ids></links><search><creatorcontrib>Elareshi, Mokhtar</creatorcontrib><creatorcontrib>Habes, Mohammed</creatorcontrib><creatorcontrib>Safori, Amjad</creatorcontrib><creatorcontrib>Attar, Razaz Waheeb</creatorcontrib><creatorcontrib>Noor Al adwan, Muhammad</creatorcontrib><creatorcontrib>Al-Rahmi, Waleed Mugahed</creatorcontrib><title>Understanding the Effects of Social Media Marketing on Customers’ Bank Loyalty: A SEM Approach</title><title>Electronics (Basel)</title><description>This study used customers’ experiences to assess the role of social media marketing (SMM) efforts in increasing online customer-based loyalty in the banking sector in Jordan, and using the two main components of the TAM model, perceived the ease of use and perceived usefulness, to understand the relationship. Data were gathered through an online survey with 329 respondents through online banking services in Jordan. A test of the structural equation model (SEM) indicated that perceived usefulness strongly affects electronic word of mouth (EWM), informativeness (INF), and social media features (SMF); and perceived ease of use is indirectly linked to these factors. Behavioral intention is strongly affected by both the perceived usefulness and the ease of use of online banking services. Based on the self-proposed model, e-marketing has impacted customers’ bank loyalty regarding its online services, and the role of social media marketing has remained very important to enhancing customer-based loyalty. This study contributes to the literature by integrating SMF, EWM, and INF in a single framework. It also provides managerial implications and guides for scholars, managers, and practitioners in e-marketing to use customers’ experience to increase customer loyalty. Further research and suggestions are offered.</description><subject>Analysis</subject><subject>Attitudes</subject><subject>Banking industry</subject><subject>Banks</subject><subject>Behavior</subject><subject>Brand loyalty</subject><subject>Communication</subject><subject>Consumer behavior</subject><subject>Customers</subject><subject>Digital media</subject><subject>Electronic banking</subject><subject>Electronic commerce</subject><subject>Feedback</subject><subject>Home banking services</subject><subject>Influence</subject><subject>Internet</subject><subject>Internet marketing</subject><subject>Literature reviews</subject><subject>Marketing</subject><subject>Mathematical models</subject><subject>Multivariate statistical analysis</subject><subject>Online banking</subject><subject>Social media</subject><subject>Social networks</subject><subject>Structural equation modeling</subject><subject>Technology Acceptance Model</subject><issn>2079-9292</issn><issn>2079-9292</issn><fulltext>true</fulltext><rsrctype>article</rsrctype><creationdate>2023</creationdate><recordtype>article</recordtype><sourceid>ABUWG</sourceid><sourceid>AFKRA</sourceid><sourceid>AZQEC</sourceid><sourceid>BENPR</sourceid><sourceid>CCPQU</sourceid><sourceid>DWQXO</sourceid><recordid>eNptUMlOAkEQnRhNJMoXeOnE82Bvs3lDgksC8YCcx6KnGgaGbuxuDtz8DX_PL7EJHjxYdajKy1uSlyQ3jA6EqOgddqiCs6ZVnnFaspLzs6THaVGlFa_4-Z__Mul7v6ZxKiZKQXvJ-9w06HwA07RmScIKyVjraOiJ1WRmVQsdmWLTApmC22A4sqwho70PdhuV359f5AHMhkzsAbpwuCdDMhtPyXC3cxbU6jq50NB57P_eq2T-OH4bPaeT16eX0XCSKpGzkC4alStALSQiLSDLmowzjjqXvMhVTkvdIMtVBNRCqqwsUUsAWUGFhQCJ4iq5PfnG2I89-lCv7d6ZGFnzkuaZ4AXLI2twYi2hw7o12gYHKm6D21ZZg7qN-LCQhZSiYDQKxEmgnPXeoa53rt2CO9SM1sf663_qFz94ZXx7</recordid><startdate>20230401</startdate><enddate>20230401</enddate><creator>Elareshi, Mokhtar</creator><creator>Habes, Mohammed</creator><creator>Safori, Amjad</creator><creator>Attar, Razaz Waheeb</creator><creator>Noor Al adwan, Muhammad</creator><creator>Al-Rahmi, Waleed Mugahed</creator><general>MDPI AG</general><scope>AAYXX</scope><scope>CITATION</scope><scope>7SP</scope><scope>8FD</scope><scope>8FE</scope><scope>8FG</scope><scope>ABUWG</scope><scope>AFKRA</scope><scope>ARAPS</scope><scope>AZQEC</scope><scope>BENPR</scope><scope>BGLVJ</scope><scope>CCPQU</scope><scope>COVID</scope><scope>DWQXO</scope><scope>HCIFZ</scope><scope>L7M</scope><scope>P5Z</scope><scope>P62</scope><scope>PIMPY</scope><scope>PQEST</scope><scope>PQQKQ</scope><scope>PQUKI</scope><scope>PRINS</scope><orcidid>https://orcid.org/0000-0003-3790-7303</orcidid><orcidid>https://orcid.org/0000-0002-0980-7439</orcidid><orcidid>https://orcid.org/0000-0002-6212-3132</orcidid></search><sort><creationdate>20230401</creationdate><title>Understanding the Effects of Social Media Marketing on Customers’ Bank Loyalty: A SEM Approach</title><author>Elareshi, Mokhtar ; Habes, Mohammed ; Safori, Amjad ; Attar, Razaz Waheeb ; Noor Al adwan, Muhammad ; Al-Rahmi, Waleed Mugahed</author></sort><facets><frbrtype>5</frbrtype><frbrgroupid>cdi_FETCH-LOGICAL-c361t-bdc6caef34ee07a55d5212ef64276c608fde16cef6cb4c588ef4aa49a9e73a4e3</frbrgroupid><rsrctype>articles</rsrctype><prefilter>articles</prefilter><language>eng</language><creationdate>2023</creationdate><topic>Analysis</topic><topic>Attitudes</topic><topic>Banking industry</topic><topic>Banks</topic><topic>Behavior</topic><topic>Brand loyalty</topic><topic>Communication</topic><topic>Consumer behavior</topic><topic>Customers</topic><topic>Digital media</topic><topic>Electronic banking</topic><topic>Electronic commerce</topic><topic>Feedback</topic><topic>Home banking services</topic><topic>Influence</topic><topic>Internet</topic><topic>Internet marketing</topic><topic>Literature reviews</topic><topic>Marketing</topic><topic>Mathematical models</topic><topic>Multivariate statistical analysis</topic><topic>Online banking</topic><topic>Social media</topic><topic>Social networks</topic><topic>Structural equation modeling</topic><topic>Technology Acceptance Model</topic><toplevel>peer_reviewed</toplevel><toplevel>online_resources</toplevel><creatorcontrib>Elareshi, Mokhtar</creatorcontrib><creatorcontrib>Habes, Mohammed</creatorcontrib><creatorcontrib>Safori, Amjad</creatorcontrib><creatorcontrib>Attar, Razaz Waheeb</creatorcontrib><creatorcontrib>Noor Al adwan, Muhammad</creatorcontrib><creatorcontrib>Al-Rahmi, Waleed Mugahed</creatorcontrib><collection>CrossRef</collection><collection>Electronics & Communications Abstracts</collection><collection>Technology Research Database</collection><collection>ProQuest SciTech Collection</collection><collection>ProQuest Technology Collection</collection><collection>ProQuest Central (Alumni Edition)</collection><collection>ProQuest Central UK/Ireland</collection><collection>Advanced Technologies & Aerospace Collection</collection><collection>ProQuest Central Essentials</collection><collection>ProQuest Central</collection><collection>Technology Collection</collection><collection>ProQuest One Community College</collection><collection>Coronavirus Research Database</collection><collection>ProQuest Central Korea</collection><collection>SciTech Premium Collection</collection><collection>Advanced Technologies Database with Aerospace</collection><collection>Advanced Technologies & Aerospace Database</collection><collection>ProQuest Advanced Technologies & Aerospace Collection</collection><collection>Publicly Available Content Database</collection><collection>ProQuest One Academic Eastern Edition (DO NOT USE)</collection><collection>ProQuest One Academic</collection><collection>ProQuest One Academic UKI Edition</collection><collection>ProQuest Central China</collection><jtitle>Electronics (Basel)</jtitle></facets><delivery><delcategory>Remote Search Resource</delcategory><fulltext>fulltext</fulltext></delivery><addata><au>Elareshi, Mokhtar</au><au>Habes, Mohammed</au><au>Safori, Amjad</au><au>Attar, Razaz Waheeb</au><au>Noor Al adwan, Muhammad</au><au>Al-Rahmi, Waleed Mugahed</au><format>journal</format><genre>article</genre><ristype>JOUR</ristype><atitle>Understanding the Effects of Social Media Marketing on Customers’ Bank Loyalty: A SEM Approach</atitle><jtitle>Electronics (Basel)</jtitle><date>2023-04-01</date><risdate>2023</risdate><volume>12</volume><issue>8</issue><spage>1822</spage><pages>1822-</pages><issn>2079-9292</issn><eissn>2079-9292</eissn><abstract>This study used customers’ experiences to assess the role of social media marketing (SMM) efforts in increasing online customer-based loyalty in the banking sector in Jordan, and using the two main components of the TAM model, perceived the ease of use and perceived usefulness, to understand the relationship. Data were gathered through an online survey with 329 respondents through online banking services in Jordan. A test of the structural equation model (SEM) indicated that perceived usefulness strongly affects electronic word of mouth (EWM), informativeness (INF), and social media features (SMF); and perceived ease of use is indirectly linked to these factors. Behavioral intention is strongly affected by both the perceived usefulness and the ease of use of online banking services. Based on the self-proposed model, e-marketing has impacted customers’ bank loyalty regarding its online services, and the role of social media marketing has remained very important to enhancing customer-based loyalty. This study contributes to the literature by integrating SMF, EWM, and INF in a single framework. It also provides managerial implications and guides for scholars, managers, and practitioners in e-marketing to use customers’ experience to increase customer loyalty. Further research and suggestions are offered.</abstract><cop>Basel</cop><pub>MDPI AG</pub><doi>10.3390/electronics12081822</doi><orcidid>https://orcid.org/0000-0003-3790-7303</orcidid><orcidid>https://orcid.org/0000-0002-0980-7439</orcidid><orcidid>https://orcid.org/0000-0002-6212-3132</orcidid><oa>free_for_read</oa></addata></record> |
| fulltext | fulltext |
| identifier | ISSN: 2079-9292 |
| ispartof | Electronics (Basel), 2023-04, Vol.12 (8), p.1822 |
| issn | 2079-9292 2079-9292 |
| language | eng |
| recordid | cdi_proquest_journals_2806532716 |
| source | MDPI - Multidisciplinary Digital Publishing Institute; EZB-FREE-00999 freely available EZB journals |
| subjects | Analysis Attitudes Banking industry Banks Behavior Brand loyalty Communication Consumer behavior Customers Digital media Electronic banking Electronic commerce Feedback Home banking services Influence Internet Internet marketing Literature reviews Marketing Mathematical models Multivariate statistical analysis Online banking Social media Social networks Structural equation modeling Technology Acceptance Model |
| title | Understanding the Effects of Social Media Marketing on Customers’ Bank Loyalty: A SEM Approach |
| url | https://sfx.bib-bvb.de/sfx_tum?ctx_ver=Z39.88-2004&ctx_enc=info:ofi/enc:UTF-8&ctx_tim=2025-01-07T23%3A35%3A10IST&url_ver=Z39.88-2004&url_ctx_fmt=infofi/fmt:kev:mtx:ctx&rfr_id=info:sid/primo.exlibrisgroup.com:primo3-Article-gale_proqu&rft_val_fmt=info:ofi/fmt:kev:mtx:journal&rft.genre=article&rft.atitle=Understanding%20the%20Effects%20of%20Social%20Media%20Marketing%20on%20Customers%E2%80%99%20Bank%20Loyalty:%20A%20SEM%20Approach&rft.jtitle=Electronics%20(Basel)&rft.au=Elareshi,%20Mokhtar&rft.date=2023-04-01&rft.volume=12&rft.issue=8&rft.spage=1822&rft.pages=1822-&rft.issn=2079-9292&rft.eissn=2079-9292&rft_id=info:doi/10.3390/electronics12081822&rft_dat=%3Cgale_proqu%3EA747443710%3C/gale_proqu%3E%3Curl%3E%3C/url%3E&disable_directlink=true&sfx.directlink=off&sfx.report_link=0&rft_id=info:oai/&rft_pqid=2806532716&rft_id=info:pmid/&rft_galeid=A747443710&rfr_iscdi=true |