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Abstract

Social media is becoming more and more popular as a medium for marketing and promotion. Banks, for example, have spent a substantial amount of time, efforts, as well as finances marketing their products. Nevertheless, figuring out how businesses may use social media marketing to reach customers and encourage them to remain loyal is really a challenge. Therefore, the study purpose is to identify as well as test the key sections of social media marketing that can anticipate improvements in customer experience. The conceptual framework was proposed using seven variables (perfor-mance expectancy, hedonic incentive, and habit) from the expanding Unified Theory of Acceptance and Use of Technology (UTAUT2), as well as interactivity, information quality, perceived relevance and purchase intention. The research data was gathered through 437 questionnaires from banks customers. The validity of the existing model and the strong impact of performance expectancy, hedonic motivation, interactivity, information quality, and perceived relevance on customer experience were significantly supported by the primary results of structural equation modeling (SEM). This research should give marketers with a lot of theoretically and practically recommendations on how to organize and conduct social media marketing effectively.
* Corresponding author.
E-mail address: abataineh@meu.edu.jo (A. Q. Bataineh)
© 2022 by the authors; licensee Growing Science, Canada.
doi: 10.5267/j.ijdns.2022.3.005
International Journal of Data and Network Science 6 (2022). 761–768
Contents lists available at GrowingScience
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Analyzing the role of social media marketing in changing customer experience
Abdallah Q. Bataineha*
aAssociate Professor of Marketing, Middle East University, Amman, Jordan
C H R O N I C L E A B S T R A C T
Article history:
Received: October 18, 2021
Received in revised format: No-
vember 29, 2021
Accepted: March 10, 2022
Available online: March 10 2022
Social media is becoming more and more popular as a medium for marketing and promotion. Banks,
for example, have spent a substantial amount of time, efforts, as well as finances marketing their
products. Nevertheless, figuring out how businesses may use social media marketing to reach cus-
tomers and encourage them to remain loyal is really a challenge. Therefore, the study purpose is to
identify as well as test the key sections of social media marketing that can anticipate improvements
in customer experience. The conceptual framework was proposed using seven variables (perfor-
mance expectancy, hedonic incentive, and habit) from the expanding Unified Theory of Acceptance
and Use of Technology (UTAUT2), as well as interactivity, information quality, perceived relevance
and purchase intention. The research data was gathered through 437 questionnaires from banks cus-
tomers. The validity of the existing model and the strong impact of performance expectancy, hedonic
motivation, interactivity, information quality, and perceived relevance on customer experience were
significantly supported by the primary results of structural equation modeling (SEM). This research
should give marketers with a lot of theoretically and practically recommendations on how to organ-
ize and conduct social media marketing effectively
© 2022 by the authors; licensee Growing Science, Canada.
Keywords:
Social media
UTAUT2
Effort expectancy
Hedonic incentive
Habit interaction
Information quality perceived ben-
efits
Banks
1. Introduction
These days, the unpredictable and turbulent market environment-imposes organizations extremely to be agile, and to show
real readiness to deal with tremendous challenges, overcome unusual threats and exploit opportunities (Bataineh et al., 2015).
Information technology has penetrated every industry due to the Internet's potential. Social media has merged with socioeco-
nomic factors in the real world as one of the most potent instruments for networking across the Internet, (Wiederhold, 2018).
The digitalization of media has resulted in innovative media outcomes, including mobile phones, which offers a wide scope
to reach consumers easily and interact with them (Al-Soluiman et al., 2020). Consumers' use of social media has become
widespread; as a result, Jordan banks are increasingly focusing on engaging and interacting with their customers through
social media to better understand their requirements and expectations. The widespread use of social media gave banks greater
opportunities to communicate with consumers, obtain timely feedback, and enhance service quality. Due to the participatory,
interactive, and collaborative nature of social media, bankers have an additional opportunity to motivate and inform their
consumers, (Kesa, 2018). Limited control over contents, a lack of standards as well as safety laws, and data privacy concerns,
on the other hand, are some of the obstacles that may limit the efficiency of social media use in promoting banking adoption.
The extent of social media marketing and its role in changing the experience of customers, as well as levels of knowledge,
understanding, trustworthiness, and risk perception, differ by country and culture. As a result, the drivers of social media
marketing differ between developed and developing countries, (Amoah & Bashiru Jibril, 2020). More research is needed on
how digital marketing might improve awareness and understanding about customer experience in banks on social media
marketing in a developing country with a low literacy rate and higher resistance to internet banking use than in industrialized
762
countries, (Al Adwan, 2019). Social media is becoming increasingly important in many parts of banking, particularly for
reservations, information sharing, and experience sharing, (Kurbonov & Hwang, 2020). In terms of sharing and distributing
information, social media networks have surpassed the limited basic duties of conventional media. Social media may even
help a government shape its future by assisting them in re-engineering their architecture and the kind of services they deliver.
E-marketing through the use of social media networks is growing in popularity and now accounts for a significant portion of
global trade. In addition, the new media technologies allowed customers greater power, so they can decide and choose how,
when, and where to use generated content by other customers (Bataineh and Al-Smadi, 2015). The banking sector has been
chosen because it plays an important role in Jordan's local economic development by representing a large portion of the gross
domestic product GDP.
2. Research background
2.1 Marketing and Social Media
Today's market is extremely active, dynamic, and aggressive. Customers are wiser, more informed, and have access to a wide
variety of channels and options, which they use selectively. Customers are readily influenced by competitors who offer better
products at lower prices, (Ovchinnikov & Wang, 2019). Implications for the nature of competitiveness and an ever-increasing
requirement to gain a full understanding of client needs have resulted in increasingly congested businesses in today's business
contexts. The ever-increasing complexity of the corporate environment has resulted in a customer base that is increasingly
diverse and demanding (Cole, 2017). Jordan is described in the World Economic Outlook (WEO, 2015) as a developing Arab
country with a strategic location at the crossroads of the MENA region, as well as a low per capita income and, as a result, a
high unemployment rate. Jordan is classified as a lower middle-income country (Schiff et al., 2015) by the World Bank, with
few resources, the most important of which being phosphates, potassium, and limestone. However, Jordan has lately under-
gone economic reforms that have resulted in trade liberalization and investor attraction, allowing it to attain improved eco-
nomic performance. Jordan's system of bank is also distinguished by innovation and liberalization, with 25 banks, including
13 national banks, 8 international banks and 4 Islamic financial banks (CBJ, 2020). In the year 2000, the government passed
a new banking law with the goal of increasing industry efficiency, protecting depositor interests, lowering money market
risks, protecting lending concentrations, and incorporating articles on electronic commerce, banking, and financial fraud,
(Alshammari, 2017). Some banks have started to use current banking techniques such as automated check clearing and mag-
netic check processors, standardized reporting forms, and electronic data transmission, according to the report, (“Banks and
Banking. Cashier's Check. Preferred Claim”, 2018).
The internet now plays an important role in people's lives. Through Web 2.0, Web 3.0, and Web 4.0, it has achieved numerous
milestones in all spheres of life. Users could now share blogs and information, as well as their ideas and sentiments, and even
trade, which is known as electronic business, as the internet evolved, (Vashenko & Odintsov, 2016). According to a study,
social media is playing an increasingly essential role in the corporate world. The study found that 51% of workers are allowed
to use Web 2.0 for business reasons at their workplace, RVernuccio believes that (2014) Web 2.0 is a phenomenon that
consists of a number of platforms that allow people to share information. This makes it easier for businesses and customers
to communicate with one another. Since the internet and social media have penetrated our world, the tools and techniques for
engaging with clients have changed, (Vermaat & Gross, 2016). Consumers perceive social media as an important online
information source for recognizing corporations, goods, and services. Social media marketing, according to Ramsaran-Fowdar
and Fowdar (2013), is a beneficial tool for managing existing consumer experiences while also developing new ones by
encouraging online interchange and conversation. This backs up the idea that social media outlets may be utilized to improve
consumer experience and retention. Companies that want to attract and retain clients must use social media marketing, (Silvia,
2019). Other researchers have discovered that using social media as a marketing medium improves client satisfaction and
engagement. Users can connect with each other on social networking platforms, which often attract a small group of first-
time customers, (Komodromos, 2017). According to marketing research, Internet banking applications used by banks in Jor-
dan still fall short of pleasing bank customers, and as a result, they must be improved and developed. Banks in Jordan provide
sufficient opportunities for users to conduct online banking transactions, but customers are still hesitant to accept the technol-
ogy, (Khalil Shami, 2019). One of the biggest issues in IS research, particularly in Jordan, is figuring out why people are
hesitant to adopt or reject computer networks, such as in the case of Internet banking. The most appealing aspect of social
media marketing is that it allows a business to have a significant impact on customers and consumer groups, ("The Impact of
Social Media Marketing on Consumer Purchase Intention: Consumer Survey in Saudi Arabia", 2019). Because the internet
allows people to share their thoughts, preferences, and experiences, social media marketing helps marketers draw consumers
to businesses at lower prices and in real time (faster service delivery). One of the advantages of social media marketing is that
it allows marketers to rectify comments, respond to inquiries, and adjust their online marketing plans, (SÜAR, 2017) swiftly
and efficiently. Social media marketing, according to Ramsaran-Fowdar and Fowdar (2013), is a beneficial tool for managing
existing consumer experiences while also developing new ones by encouraging online interchange and conversation. This
backs up the idea that social media outlets may be utilized to improve consumer experience and retention. Companies that
want to attract and retain clients must use social media marketing, ("Social media as the path to a marketing strategy", 2018).
Other researchers have discovered that using social media as a marketing medium improves client satisfaction and engage-
ment. As a result, more empirical study is needed to investigate the role of social media marketing in influencing customer
A. Q. Bataineh / International Journal of Data and Network Science 6 (2022) 763
experiences with the Bank of Jordan. As a result, Jordan is the primary focus of this research, and the results are anticipated
to have some consequences for Jordan and other adjacent countries in similar circumstances, (Abdo et al., 2019).
3. Methodology
To collect the relevant information, a study population consisting of Jordan customers who had already used social networking
sites were surveyed using a questionnaire that is self-administrative. The essential information was gathered from four major
Jordanian cities (Amman, Irbid, Zarqa, and Balqa) between July and October 2021. Participants were contacted at their places
of employment (universities, institutions, private businesses, and government agencies). The questionnaire was distributed to
friends of students and family who should have accounts on social media platforms with the assistance of PhD/Doctorate
students at the University (Abrha, 2019). The essential UTAUT2 characteristics of effort expectancy, hedonic motivation, as
well as habits were assessed using questions by Venkatesh et al (2012). The basic components of interactions were presented
by Jiang, Tan, Chan, & Chua (2010), and were also used by Barreda et al. (2016) in the field of internet marketing. The
questions on the Logan et al. measure have been used to evaluate information quality (2012). In the context of social media
marketing, Lee and Hong (2016) verified this measure and confirmed it to be effective. The new research used the Zeng,
Huang, and Dou (2009) and Zhu and Chang (2016) measures to assess impact. The pilot test was conducted with 30 Doctoral
students before conducting the main assessment to achieve sufficient validity and reliability. The majority of students thought
the terminology used was straightforward, and that the survey was a nice option. As Nunnally (1978) recommended, all
components were able to obtain Cronbach's alpha values larger than 0.70.
4. Results
4.1 Profiles and characteristics of respondents
The questionnaire was completed by 437 of the 600 people that were targeted, and their results were found to be valid. Females
made up 40.7 percent of the participants, while males made up 59.3 percent. The vast majority were between the ages of 20
and 25 (33%) and 25 and 30 (39.2%), with those over 50 constituting the smallest proportion (10.3%).35.3 percent reported
an income per month of 250 to 500 JOD, while 31.2 percent reported a monthly income of 501 to 750 JOD. The majority of
the respondents had a decent educational level, with 61.2 percent having a degree, 23.2 percent having a master's degree, and
roughly 7.1 percent having a PhD. All the participants had a Facebook, Instagram, or Twitter account. The majority (71.2%)
had a Facebook account, followed by an Instagram account (65.3%), and a Twitter account (30.1%). Approximately 69.1%
of individuals surveyed had accounts on all three sites, (Wadman, 2020).
4.2 Structural equation modelling (SEM)
In this work, the two-stage structural equation modeling method was chosen as the appropriate analysis technique for validat-
ing the suggested model and testing the hypotheses of the study. SEM allows researchers to test numerous interconnected
bonds and relationships between different factors (measures) and non-observed parameters (latent constructs) in the first stage
of SEM: measurement scale (confirmatory factor analysis (CFA)), (Marcoulides et al., 2019). This is in addition to SEM's
ability to confirm correlations between latent constructs, which is the focus of the 2nd phase of SEM: structural model analysis.
In addition, the researcher will be better able to analyze all components of measurement invariance, as well as develop relia-
bility and validity for every factor separately, (Sujati et al., 2020). The model's goodness-of-fit, contextual consistency, and
validation were all examined at SEM first phase (measurement model). The structural model was then used to validate the
conceptual framework and test the research hypotheses in the second step, (Spanou, 2016).
4.3 Fitness model
A range of strongly advised indicators [Chi-square/degrees of variation (CMIN/DF), Adjusted Goodness-of-Fit Index
(AGFI), Goodness-of-Fit Index (GFI), Comparative Fit Index (CFI), Normed-Fit Index (NFI) and Root Mean Square Error
of Approximation (RMSEA)] can be used to measure the model's fitness. The very first statistical measures of the measure-
ment items (CMIN/DF = 4.541, GFI = 0.832, AGFI = 0.751, NFI = 0.841, CFI = 0.893, and RMSEA = 0.068) were not
assessed to be within their level expected, means that the model does not properly reflect the observational data and therefore
should be improved (see Table 1). Factor loads for each constructed item and alteration index were thoroughly evaluated, as
advised by Byrne (2010) and Hair et al. (2006). It was thus feasible to identify the most harmful components, which were
then deleted from the models. All indexes (CMIN/DF = 2.0456, GFI = 0.901, AGFI = 0.861, NFI = 0.934, CFI = 0.965, and
RMSEA = 0.055) were determined to be within their specified values when the amended version of the observed variables
was assessed without questionable items, as shown in Table 1.
Table 1
Results of the Measurement Model
Fit Indices Cut-Off Point Initial Measurement Model Modified Measurement Model
CMIN/DF 3.000 4.541 2.0456
GFI 0.90 0.832 0.901
AGFI 0.80 0.751 0.861
NFI 0.90 0.841 0.934
CFI 0.90 0.893 0.965
764
RMSEA 0.08 0.068 0.055
4.4 Constructs validity and reliability
The average variance extracted (AVE) as well as composite reliability (CR) were both examined in this study. Table 1 reveals
that all structures had CR rates more than 0.70 as well as AVE values greater than 0.50, both of which were well within
recommended range. Furthermore, every measure had a normalized regression weight of at least 0.50. The inter-correlation
scores of all variables were reported lower than the square root of AVE for every component regarding discriminant validity.
4.5 Common method bias
Since the data in this study was self-reported, it was vital to make sure it was clear of the usual technique bias problem. To
solve the connected challenges of common method bias, Harman's single variable analysis was applied in this study. Harman's
single variable test is commonly recommended and used in previous studies, such as Malhotra, Park, as well as Patil (2006.
As a result, in the present research, Harman's single-factor test was applied to 7 constructs (PE, HM, HB, INTER, INF, PRR,
and PIN) and their 26 elements. These 26 variables were analyzed using an unrelated factor structure in a confirmatory factor
analysis in SPSS 21. The key statistical results of this analysis strongly supported the hypothesis that common method bias is
unlikely, as no single event seemed to explain more than 45.321 percent of the variation, which will be less than the cut-off
value of 50 given by Podsakoff et al (2003).
4.6 Structural model
In stage 2, the structural equation model was investigated to confirm the conceptual model as well as validate the key research
hypotheses. All fitting indexes for the structural equation model, such as the model fit, were inside the required range:
CMIN/DF = 2.628; GFI = 0.90; AGFI = 0.833; IFI = 0.913; CFI = 0.951; RMSEA = 0.0621. The developed framework also
demonstrated high predictive validity, representing for around 0.52, 0.37, and 0.28 of the variances in customer experience,
hedonic motivation, as well as effort expectancy, respectively (see Fig. 1). As indicated in Fig. 1, most of the research hy-
potheses were validated, apart from H2 (HB > PIN) (= 0.0.08, p 0. 542). With customer attitude, interaction obtained the
highest correlation value (= 0.34, p 0.000) (see Table 5). Another connection from interactions to hedonic motivation (= 0.60,
p 0.000) was also discovered. Customer engagement was significantly affected by hedonic motivation (=0.17, p 0.017), effort
expectancy (= 0.23, p 0.000), information quality (=0.26, p 0.000), and attitude (= 0.22, p 0.005), (“the effect of hedonic
motivation towards online impulsive buying with the moderating effect of age”, 2021).
Table 2
Results of the Measurement Model
Fit Indices Cu
t
-off Point Initial Measurement Model Modified Measurement Model
CMIN/DF 3.000 4.551 2.46
GFI 0.90 0.833 0.9
AGFI 0.80 0.755 0.86
NFI 0.90 0.841 0.93
CFI 0.90 0.895 0.96
RMSEA 0.08 0.069 0.055
4.7 Multi collinearity test
As shown in Table 3, there are no concerns about multiple collinearities between independent & dependent components in
the proposed system, as evidenced by all values obtained for variance inflation factors (VIF). This is because all VIF values
were less than 10.
Table 3
Constructs Reliability, Validity, and Discriminate Validity
Construct CR AVE PIN PE HB INF HM PRR INTER
PIN 0.943 0.805 0.897
PE 0.928 0.762 0.670 0.873
HB 0.891 0.732 0.638 0.668 0.856
INF 0.919 0.739 0.596 0.455 0.528 0.860
HM 0.920 0.793 0.688 0.627 0.664 0.514 0.890
PRR 0.904 0.759 0.698 0.586 0.677 0.502 0.729 0.871
INTER 0.925 0.711 0.689 0.557 0.530 0.437 0.605 0.633 0.843
Note: Diagonal values are square roots of AVE; off-diagonal values are the estimates or inter-correlation between the latent constructs.
5. Discussion
This research was carried out with the goal of identifying social media marketing key aspects that can change a customer's
experience intent. Organizations all around the world spend many resources marketing their products on social media chan-
nels. As a result, there is always some concern about the viability of such efforts and how they can attract more clients.
Customers' attention should be drawn to all the crucial components in social media marketing, which should be structured and
A. Q. Bataineh /
International Journal of Data and Network Science 6 (2022) 765
grouped accordingly. As a result of a more thorough review of the major range of information in the associated field of
marketing media, this study has identified six key predictors of consumer attitude (effort expectancy, habit, interactivity,
informativeness, and perceived relevance). The components predicted considerable variance in purchase intention (0.52),
performance expectancy (0.28), and hedonic motivation (0.52) due to main statistical results, eliminating habit (0.37). As a
result, the current research model's predictive validity is supported.
Interactivity was the most important element in predicting customer experience, as seen in Fig. 1. Interactivity was also dis-
covered to have an important impact on hedonic employees’ motivation and expectancy. This means that if a consumer rec-
ognizes a high level of involvement in social media marketing, they will find it more useful and enjoyable to follow, and as a
result, they will be more inspired to buy the products or services given in the marketing. Customers, rather than only being
recipients of information, are now more engaged in two-way communication, (Kwiatek & Thanasi-Boçe, 2019).
Table 4
Standardized Regression Weights
Construct Item Estimate
Performance Expectancy
PE 1 0.897
PE 2 0.909
PE 3 0.875
PE 4 0.808
Habit
HB 1 0.748
HB 2 0.887
HB 3 0.922
Informativeness
INF 1 0.895
INF 2 0.896
INF 3 0.883
INF 4 0.757
Hedonic Motivation
HM 1 0.878
HM 2 0.935
HM 3 0.856
Perceived Relevance
PRR 1 0.837
PRR 2 0.889
PRR 3 0.886
Purchase Intention
PIN 1 0.862
PIN 2 0.912
PIN 3 0.936
PIN 4 0.878
Interactivity
INTER 1 0.903
INTER 2 0.899
INTER 3 0.877
INTER 4 0.775
INTER 5 0.751
Fig. 1. Validation of the conceptual model
766
Table 5
Results of Standardized Estimates of the Structured Model
Path Path coefficient value S.E. C.R. P value VIF Significance? (YES/NO)
INTER-PE 0.349 0.0049 5.286 …….. 2.314 Yes
INTER-HM 0.605 0.053 11.243 …….. 1.147 Yes
INF-PE 0.204 0.049 3.417 0.03 2.587 Yes
PPR-PE 0.347 0.055 5.09 …….. 2.364 Yes
HB-PIN 0.0076 0.064 1.257 0.209 1.214 No
PE-PIN 0.231 0.056 4.072 …….. 2.784 Yes
INTER-PIN 0.343 0.046 5.542 …….. 2.412 Yes
PPR-PIN 0.223 0.054 3.316 0.005 1.987 Yes
INF-PIN 0.259 0.045 4.771 …….. 1.754 Yes
HM-PIN 0.166 0.051 2.419 0.017 1.354 Yes
The second most important element in forecasting customers' purchase intent was their level of knowledge. Furthermore,
information quality was found to be a strong predictor of performance expectations in Jordan Bank. Consumers will tend to
acquire a product if they believe social media marketing is a trustworthy source of knowledge. Customers are increasingly
using social media platforms as an information source about a wide range of products and services. Additionally, due to the
large degree of participation in social networks, social media ads provide a high capacity of customer-generated and organi-
zation-generated information. Social media ads provide a richer online resource than other traditional media techniques. Fur-
thermore, from the consumer's viewpoint, social media ads can deliver more timely, complete, and up-to-date information in
a more convenient manner. As a result, consumers save energy and time during the information gathering process. Several
research has validated the role of informativeness in the available literature. The current study's findings substantially confirm
the impact of perceived relevance in influencing customers' experience change in social media marketing. This indicates that
if customers believe the items shown in social media marketing are appropriate to their own desires and tastes, they are more
inclined to purchase them. One of the most distinguishing characteristics of social networking sites is their ability to allow
businesses to accurately change and personalize their marketing and content based on the user's personality, traits, needs, and
preferences. As a result, banks in Jordan are now better able to target their marketing and messaging to the right customers.
Additionally, customers who view these ads more relevant to their requirements will surely regard them as more important
and productive, (Montaguti et al., 2016).
Fig. 2. Analysis of social media interaction and adoption process
6. Theoretical contribution
This article was able to provide an important conceptual input for scholars in the relevant area of interest through encapsulating
a number of essential components of the existing research approach. The model of Venkatesh et al. (2012) was used to create
3 parts. This is in keeping with Venkatesh et al.'s that the model's adaptability be broadened to newer services and devices.
New correlations between the critical factors are also being included as part of the research. Social interaction was utilized to
encourage both operational (actual conduct) and subjective (hedonic) motivation. In addition, the role of information content
and perceptions in influencing consumer experience has indeed been extensively investigated in the present study. Such con-
nections are proven empirically, as indicated in the findings section. This research was able to increase UTAUT2's theoretical
perspectives as well as improve existing knowledge of the major elements of social media marketing and how these factors
can influence customer experience as well as attitudes regarding social media ads.
A. Q. Bataineh / International Journal of Data and Network Science 6 (2022) 767
7. Conclusions
Scholars and marketing practitioners have been progressively concerned with issues surrounding social media marketing. As
a result, this study was conducted in order to enhance our understanding of the important elements of social marketing and
their influence on improving client experiences. Following a detailed examination of the relevant literature, six important
characteristics (effort expectancy, hedonic motivation, habits, interaction, information quality, and perceived benefits) are
identified as key determinants of change in customer experience. Jordan Bank provided the data for this study, which was
gathered utilizing a survey questionnaire. Then, 437 valid and finished responses were chosen for SEM analysis.
Effort expectancy, hedonic motivation, interaction, information quality, and perceived benefits were discovered to have a
substantial impact on the customer's experience, and the approach was able to predict around 0.52 of variation in customer
purchase intention. Interactivity was also discovered to be critical in increasing both performance anticipation and hedonic
motivation. Furthermore, statistical findings show that perceived relevancy and information quality both have an impact on
performance expectations. The results were then examined in light of rational argumentation as well as past results and dis-
cussions in social media marketing research. A range of empirical and academic implications were also discussed in previous
chapters. The final section emphasizes on the study's major limitations as well as the important areas that future studies should
investigate.
8. Recommendations and future research
More research is needed in order to gain a better understanding of connection and its influence on experience. Communica-
tions as well as motivation, on the other hand, have an impact on customer satisfaction but not on consumer loyalty to banks.
As a result, future research must show managers how to increase the efficiency and efficacy of connecting with customers
and encouraging them via social media. Customers' experience is influenced by social media marketing, according to the
findings. Such fulfillment gives the Banks a sense of belonging. The purpose of this study is to assist Jordanian bank marketing
managers in recognizing and comprehending the relevance of social media sites. It will aid in the Bank's communication with
customers in order to improve the customer experience. In light of the study's findings, the current study's research encourages
bank marketing managers to stay current on new improvements and changes related to social networking websites. He also
recommends bank executives take advantage of the capabilities offered by those websites, such as the ability to publish photos,
films, and live videos. This is because such use will have a direct impact on customers' perceptions and experiences. Further-
more, the study suggests that employees in charge of marketing have up-to-date knowledge of current marketing tools and
are aware of popular hashtags.
The researcher suggests that electronic word of mouth marketing be given greater attention because it has a significant impact
on customer decisions. Marketing managers should pay greater attention to client complaints and feedback, according to the
researcher. Because of this, banks will be able to increase the quality of the services they give. Furthermore, the researcher
suggests that clients be provided with offers and services that are tailored to their needs and aspirations.
Acknowledgements
The author is grateful to the Middle East University, Amman, Jordan for the full financial support granted to this research
project.
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... Four key ethical issues are pointed out while using AI in healthcare sectors. They include informed consent to use data, safety and transparency, algorithmic fairness & biases, and data privacy [5][6][7][8][9][10][11][12][13][14][15][16][17][18][19][20][21][22][23][24], It is an ongoing debate whether AI is suitable in the existing legal framework. Algorithm transparency is the key concern expressed in academic and legal discussions on AI [6][7][8][9][10][11][12][13][14][15][16][17][18][19][20][21][22][23][24][25] C. AI-Technology Usage & Potential in Jordan's Healthcare In the Jordan Healthcare system, AI has become the practical solution to enhance healthcare service quality by reducing unnecessary readmission [7]. ...
... They include informed consent to use data, safety and transparency, algorithmic fairness & biases, and data privacy [5][6][7][8][9][10][11][12][13][14][15][16][17][18][19][20][21][22][23][24], It is an ongoing debate whether AI is suitable in the existing legal framework. Algorithm transparency is the key concern expressed in academic and legal discussions on AI [6][7][8][9][10][11][12][13][14][15][16][17][18][19][20][21][22][23][24][25] C. AI-Technology Usage & Potential in Jordan's Healthcare In the Jordan Healthcare system, AI has become the practical solution to enhance healthcare service quality by reducing unnecessary readmission [7]. Jordanian healthcare professionals can seek help from AI in putting together the right screening program and reducing the usual outcomes of late diagnosis. ...
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