Open AccessBanking Services Marketing via Social Media Platforms and Its Impact on Consumer Behavior During COVID-19 Pandemic in Jordanian Banks: Mediating Role of Innovation Marketing
Author(s) -
Naseem Abu Roman
Publication year - 2021
Publication title -
international journal of financial research
Language(s) - English
Resource type - Journals
eISSN - 1923-4031
pISSN - 1923-4023
DOI - 10.5430/ijfr.v12n4p239
Subject(s) - pandemic , covid-19 , business , marketing , social media , social marketing , population , viral marketing , social impact , political science , medicine , environmental health , disease , pathology , infectious disease (medical specialty) , law
This study aimed to know the impact of marketing via social media platforms (MSMP) during the Covid-19 pandemic on consumer behavior (CB) in Jordanian banks. In addition to knowing the role of innovation marketing (IM) in improving the ability of the impact of MSMP on CB during the Covid-19 pandemic. The study population consisted of all Jordanian banks. The process of distributing and retrieving the questionnaires was carried out electronically due to the COVID-19 pandemic and the ban imposed in Jordan. The study found an impact of MSMP during the COVID-19 pandemic in IM, Also, MSMP helps to innovate in the way social interactions occur between individuals and banks. The study also found an impact of MSMP on CB during the COVID-19 pandemic. The study also showed that there is an impact of IM in improving the impact of MSMP on CB. The study recommends the need to pay attention to MSMP as it adds very important elements to traditional marketing during the COVID-19 pandemic.