Understanding the Effects of Social Media Marketing on Customers’ Bank Loyalty: A SEM Approach

This study used customers’ experiences to assess the role of social media marketing (SMM) efforts in increasing online customer-based loyalty banking sector Jordan, and using two main components TAM model, perceived ease use usefulness, understand relationship. Data were gathered through an survey with 329 respondents services Jordan. A test structural equation model (SEM) indicated that usefulness strongly affects electronic word mouth (EWM), informativeness (INF), features (SMF); is indirectly linked these factors. Behavioral intention affected by both services. Based on self-proposed e-marketing has impacted bank regarding its services, remained very important enhancing loyalty. contributes literature integrating SMF, EWM, INF a single framework. It also provides managerial implications guides for scholars, managers, practitioners experience increase customer Further research suggestions are offered.