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

Version
1
Resource Type
Dataset : other
Creator
  • Almahmoud, Ayat Mazin (University of Jordan, Amman, Jordan)
Publication Date
2018-12-31
Free Keywords
Social media marketing characteristics; Interactivity; Informativeness; Entertainment; Privacy concerns; Customisation; Customer attitudes; Electronic word of mouth (eWOM)
Description
  • 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.
Geographic Coverage
  • Canada
  • USA
  • Europe
  • World
Availability
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Relations
  • Cites
    DOI: 10.25255/jss.2019.8.2.169.188 (Text)
Publications
  • 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) 8, no. 2 (April 1, 2019): 169–88. https://doi.org/10.25255/jss.2019.8.2.169.188.
    • ID: 10.25255/jss.2019.8.2.169.188 (DOI)

Update Metadata: 2019-04-29 | Issue Number: 1 | Registration Date: 2019-04-29

Almahmoud, Ayat Mazin (2018): The Impact of Social Media Characteristics and Customer Attitude on EWOM: An Empirical Study in Jordanian Banking Sector. Version: 1. ICPSR - Interuniversity Consortium for Political and Social Research. Dataset. https://doi.org/10.3886/E109523V1