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


  • Ayat Mazin Almahmoud Jordan University



Social media marketing characteristics, Interactivity, informativeness, entertainment, Privacy concerns, Customisation, Customer attitudes, Electronic word of mouth (eWOM)


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


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


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


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


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How to Cite

Almahmoud, A. M. (2019). The Impact of Social Media Characteristics and Customer Attitude on EWOM : Empirical Study in Jordan Banking Sector. Journal of Social Sciences (COES&Amp;RJ-JSS), 8(2), 169–188.