The Impact of Social Media Characteristics and Customer Attitude on EWOM: An Empirical Study in Jordanian Banking Sector

Ayat Mazin Almahmoud

MPRA Paper from University Library of Munich, Germany

Abstract: This study analyses the effects of social media marketing characteristics and consumer attitudes on electronic word of mouth (eWOM) responses in the banking industry. A survey was conducted with a total of 416 customers who used social media accounts that are managed by companies within the banking sector; the collected data were then analysed using structural equation modelling. The results showed that banking Social media marketing characteristics (including interactivity, informativeness, and entertainment) have significant effects on eWOM. The results also demonstrated that customer attitudes significantly affect eWOM. It is expected that the results of this study may be used as fundamental data in the development of banking sector Social media marketing characteristics and attitude strategies, particularly by investigating the relative importance of each Social media marketing characteristics component.

Keywords: Social media marketing characteristics; Interactivity; Informativeness; Entertainment; Privacy concerns; Customisation; Customer attitudes; Electronic word of mouth (eWOM) (search for similar items in EconPapers)
JEL-codes: E49 P4 P43 (search for similar items in EconPapers)
Date: 2019-04-01
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Citations: View citations in EconPapers (1)

Published in Journal of Social Sciences (COES&RJ-JSS), 8.2(2019): pp. 169-188

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Persistent link: https://EconPapers.repec.org/RePEc:pra:mprapa:93252

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