Banking Services Marketing via Social Media Platforms and Its Impact on Consumer Behavior During COVID-19 Pandemic in Jordanian Banks: Mediating Role of Innovation Marketing

Naseem Abu Roman


This study aimed to know the impact of marketing via social media platforms (MSMP) during the Covid-19 pandemic on consumer behavior (CB) in Jordanian banks. In addition to knowing the role of innovation marketing (IM) in improving the ability of the impact of MSMP on CB during the Covid-19 pandemic. The study population consisted of all Jordanian banks. The process of distributing and retrieving the questionnaires was carried out electronically due to the COVID-19 pandemic and the ban imposed in Jordan. The study found an impact of MSMP during the COVID-19 pandemic in IM, Also, MSMP helps to innovate in the way social interactions occur between individuals and banks. The study also found an impact of MSMP on CB during the COVID-19 pandemic. The study also showed that there is an impact of IM in improving the impact of MSMP on CB. The study recommends the need to pay attention to MSMP as it adds very important elements to traditional marketing during the COVID-19 pandemic.

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This work is licensed under a Creative Commons Attribution 4.0 International License.

This journal is licensed under a Creative Commons Attribution 4.0 License.

International Journal of Financial Research
ISSN 1923-4023(Print)ISSN 1923-4031(Online)


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