Understanding the Effects of Social Media Marketing on Customers’ Bank Loyalty: A SEM Approach

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...

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Bibliographic Details
Main Authors: Mokhtar Elareshi, Mohammed Habes, Amjad Safori, Razaz Waheeb Attar, Muhammad Noor Al adwan, Waleed Mugahed Al-Rahmi
Format: Article
Language:English
Published: MDPI AG 2023-04-01
Series:Electronics
Subjects:
e-marketing
social media marketing
customer loyalty
banking
customers
digital banking
Online Access:https://www.mdpi.com/2079-9292/12/8/1822

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https://www.mdpi.com/2079-9292/12/8/1822

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