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Navigating the banking landscape: the power of social media communication

Attia Abdelkader Ali et al.

International Journal of Internet Marketing and Advertising2025https://doi.org/10.1504/ijima.2025.145070article
AJG 1ABDC C
Weight
0.37

What the paper says

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.

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https://doi.org/https://doi.org/10.1504/ijima.2025.145070

Or copy a formatted citation

@article{attia2025,
  title        = {{Navigating the banking landscape: the power of social media communication}},
  author       = {Attia Abdelkader Ali et al.},
  journal      = {International Journal of Internet Marketing and Advertising},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1504/ijima.2025.145070},
}

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Evidence weight

0.37

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.16 × 0.4 = 0.06
M · momentum0.53 × 0.15 = 0.08
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.