Building the brand of banks through social media marketing

Abstract

Here, the current research is represented by a scientific addition in the field of knowledge to the process of achieving harmonization between the branding of banks and marketing through social media, where the researcher went to an actual problem through which some weaknesses were highlighted and how to address them effectively by exploring logical solutions in the practical aspects and aspects The theory of research, as well as enhancing the actual construction of the brand in terms of forming a mental image of it through the basic channels through which the brand is described in all its details through marketing via social media that achieves the actual and future requirements of the banking customer in an actual way, in addition to the practical side Which included the main hypothesis represented by analyzing and diagnosing the effect relationship in an actual way between the dimensions and the brand of banks and social media. The use of a five-point Likert scale in the distributed questionnaires The number of which was (100) employees in the private sector banks, where the researcher concluded that there is a correlation between the basic variables of the study, which directed us to a set of results that resulted in a set of conclusions, the most important of which is (the banks must control the feelings and emotions of customers in a way Influencing them and pushing them to interact and share ideas and opinions), and the researcher recommended a set of recommendations, the most important of which is (banks should focus on creating a spirit of participation among customers in order to discuss, put forward ideas and agree on results that banks benefit from)