Islamic banks web-marketing during the Covid-19 crisis
Online platforms are particularly important in times of crisis, as they are a vital channel for providing and ensuring access to information. Competition increases the value of digital marketing in the banking sector; however, it also makes it more difficult to stand out in the disruption and uncert...
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| Format: | Article |
| Language: | English |
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Universitas Airlangga
2022-06-01
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| Series: | Indonesian Journal of Social Sciences |
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| Online Access: | https://e-journal.unair.ac.id/IJSS/article/view/34040 |
| _version_ | 1797384293043929088 |
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| author | Tahreem Noor Khan |
| author_facet | Tahreem Noor Khan |
| author_sort | Tahreem Noor Khan |
| collection | DOAJ |
| description | Online platforms are particularly important in times of crisis, as they are a vital channel for providing and ensuring access to information. Competition increases the value of digital marketing in the banking sector; however, it also makes it more difficult to stand out in the disruption and uncertainty caused by the COVID-19 outbreak. Realizing the fact that the website has become mainstream in corporate marketing, this research investigates the practice of marketing by the largest and strongest 11 Islamic banks globally listed by the Asian Banker (2019). Information on visual elements, product features, and post locations related to corona safety precaution information was extracted from bank web pages. With that, also followed the post related to option of an opening online account and digital channel safety concern during COVID-19. Furthermore noticed on the bank webpage about the government funding for Corona activities and financial assistance to SMEs. The findings of this research suggest that in any crisis and fluid situation, where uncertainty existence is likely to be high, Islamic banks must be prepared to alter web-interface communication approaches and marketing strategies to reach their customers. To stay afloat in a highly competitive digital world, banks can advertise relevant product offerings during the Coronavirus crisis. Navigation and accessibility related to Coronavirus information on the website should be straightforward, highlight socially responsible activities, focus on customers with financial difficulty, and use differentiated and personalized banking services. Customers will regard such initiative and perceive their bank brand as compassionate, kind, and unpretentious. |
| first_indexed | 2024-03-08T21:33:22Z |
| format | Article |
| id | doaj.art-9d7a54b4b03842ba826351977601c9b4 |
| institution | Directory Open Access Journal |
| issn | 1978-760X 2723-777X |
| language | English |
| last_indexed | 2024-03-08T21:33:22Z |
| publishDate | 2022-06-01 |
| publisher | Universitas Airlangga |
| record_format | Article |
| series | Indonesian Journal of Social Sciences |
| spelling | doaj.art-9d7a54b4b03842ba826351977601c9b42023-12-21T04:45:40ZengUniversitas AirlanggaIndonesian Journal of Social Sciences1978-760X2723-777X2022-06-0114111310.20473/ijss.v14i1.3404027929Islamic banks web-marketing during the Covid-19 crisisTahreem Noor Khan0College of business administration-Management, University of HailOnline platforms are particularly important in times of crisis, as they are a vital channel for providing and ensuring access to information. Competition increases the value of digital marketing in the banking sector; however, it also makes it more difficult to stand out in the disruption and uncertainty caused by the COVID-19 outbreak. Realizing the fact that the website has become mainstream in corporate marketing, this research investigates the practice of marketing by the largest and strongest 11 Islamic banks globally listed by the Asian Banker (2019). Information on visual elements, product features, and post locations related to corona safety precaution information was extracted from bank web pages. With that, also followed the post related to option of an opening online account and digital channel safety concern during COVID-19. Furthermore noticed on the bank webpage about the government funding for Corona activities and financial assistance to SMEs. The findings of this research suggest that in any crisis and fluid situation, where uncertainty existence is likely to be high, Islamic banks must be prepared to alter web-interface communication approaches and marketing strategies to reach their customers. To stay afloat in a highly competitive digital world, banks can advertise relevant product offerings during the Coronavirus crisis. Navigation and accessibility related to Coronavirus information on the website should be straightforward, highlight socially responsible activities, focus on customers with financial difficulty, and use differentiated and personalized banking services. Customers will regard such initiative and perceive their bank brand as compassionate, kind, and unpretentious.https://e-journal.unair.ac.id/IJSS/article/view/34040social mediaislamic bank websitemarketingcoronavirus |
| spellingShingle | Tahreem Noor Khan Islamic banks web-marketing during the Covid-19 crisis Indonesian Journal of Social Sciences social media islamic bank website marketing coronavirus |
| title | Islamic banks web-marketing during the Covid-19 crisis |
| title_full | Islamic banks web-marketing during the Covid-19 crisis |
| title_fullStr | Islamic banks web-marketing during the Covid-19 crisis |
| title_full_unstemmed | Islamic banks web-marketing during the Covid-19 crisis |
| title_short | Islamic banks web-marketing during the Covid-19 crisis |
| title_sort | islamic banks web marketing during the covid 19 crisis |
| topic | social media islamic bank website marketing coronavirus |
| url | https://e-journal.unair.ac.id/IJSS/article/view/34040 |
| work_keys_str_mv | AT tahreemnoorkhan islamicbankswebmarketingduringthecovid19crisis |