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

  • Ayat Mazin Almahmoud Jordan University

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.

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Author Biography

Ayat Mazin Almahmoud, Jordan University

EDUCATION:

 MBA OF MARKETING / University of Jordan, School of Business, Jordan

  TEACHING EXPERIENCE:

Full-Time Lecturer at Business College /marketing department/Jordan University

 COURSES TAUGHT:

 Principles of Marketing, Consumer Behavior, Retailing Management, Services Marketing and Hospitality Management

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Published
2019-04-01
How to Cite
ALMAHMOUD, Ayat Mazin. The Impact of Social Media Characteristics and Customer Attitude on EWOM : Empirical Study in Jordan Banking Sector. Journal of Social Sciences (COES&RJ-JSS), [S.l.], v. 8, n. 2, p. 169-188, apr. 2019. ISSN 2305-9249. Available at: <http://centreofexcellence.net/index.php/JSS/article/view/jss.2019.8.2.169.188>. Date accessed: 18 aug. 2019. doi: https://doi.org/10.25255/jss.2019.8.2.169.188.
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