Navigating the banking landscape: the power of social media communication

被引：0

作者：

Ali, Attia Abdelkader ^{[1
,2
]}

Khalil, Ahmed A. ^{[3
,4
]}

Alhawbani, Gamal S. ^{[5
]}

机构：

[1] Univ Alicante, Fac Econ & Business Sci, Carretera San Vicente Raspeig S-N, Alicante 03690, Spain

[2] Alexandru Ioan Cuza Univ, Fac Econ & Business Adm, 22 Carol 1 Blvd, Iasi 700506, Romania

[3] Cent South Univ, Sch Math & Stat, Hunan, Peoples R China

[4] Assiut Univ, Fac Commerce, Assiut, Egypt

[5] Hodeidah Univ, Sch Business, Hodeidah, Yemen

来源：

INTERNATIONAL JOURNAL OF INTERNET MARKETING AND ADVERTISING | 2025年 / 22卷 / 02期

关键词：

social media communication; SMC; banking industry; behavioural intentions; brand attitude; BA; overall brand equity; OBE; Egypt; user-generated; UG; firm-created; FC; USER-GENERATED-CONTENT; BRAND EQUITY; PURCHASE INTENTION; CONSUMERS; IMPACT; CONSEQUENCES; ANTECEDENTS; PREFERENCE; FEATURES; ATTITUDE;

D O I：

10.1504/IJIMA.2025.145070

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This research aims to determine the effect of each user-generated (UG) and firm-created (FC) communication on the customer's behavioural intentions (CBI) with the role of overall brand equity (OBE) and brand attitude (BA) in this relationship by applying it to the banking industry. The study was conducted quantitatively, and data were collected from 249 Egyptian bank customers using a web-based questionnaire. The research data were analysed using structural equation modelling (SEM). This research concluded that UG and FC communication positively and significantly influenced CBI, OBE, and BA. Moreover, there was a positive relationship between OBE, BA, and CBI. Besides, OBE and BA mediate the relationship between UG, FC communication, and CBI. The outcomes of this research give Egyptian bank executives and brand owners crucial marketing communication on the content of brands on social media platforms.

引用

页数：28

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