THE IMPACT OF ELECTRONIC ADVERTISEMENTS ON FINANCIAL SERVICES DEVELOPMENT IN JORDANIAN COMMERCIAL BANK
Abstract
The study purpose is to examine the impact of electronic advertisements with their dimensions (advertising text, clarity of advertisement content, directing and technical design of the advertisement, and advertisement stimuli) on the development of banking services with their dimensions (technology used for services, quality of services, and diversity of services). The study methodology depend on the descriptive analysis approach used, and the study population covered all marketing department employees in the Jordanian commercial banks with a number of (409) employees, and the (SPSS) statistical program was used for hypothesis testing. The study concluded that there is a statistically significant effect at the level of significance (α≤0.05) for electronic advertisements with their combined dimensions (advertisement text, clarity of advertisement content, output and technical design of advertisement, and advertisement stimuli) in the development of banking services with its combined dimensions (technology used for services, quality of services, and diversity of services) for Jordanian commercial banks. The study findings suggest that the electronic advertisements are required including recorded videos that explain the nature of financial services within a clear content that highlights the benefits of those services and is designed and produced in technical ways within attractive stimuli for customers of Jordanian commercial banks.
JEL Classification Codes: M30, M37.
References
Allaq, B. (2020). Product Development and Pricing. Al-Yazuri Scientific Publishing and Distribution House, p. 42.
Al-Mahmudur, A. (2020). Impact of Mobile Marketing Advertising on Marketing Performance of Jordanian Health Insurance Service Companies. Unpublished Thesis, Al-Albeit University.
Alwafe, S. M. K. A., & Megdadi, Y. A. (2020). The Impact of Using E-Services Application by Mobile Phones in Achieving Competitive Advantage in the Jordanian Commercial Banks. International Journal of Research in Business & Management, 2(1), 20-28.
Al-Zoubi, A. (2019). E-marketing in the twenty-first century. Dar Al-Yazuri the Operation for Publishing, edition 1. p. 16.
Al-Zoubi, A. (2014). Effective Advertising Engineering. University Book House edition. 1. p. 91.
Ayyash, R. (2020), The Impact of Developing Banking Services on Maintaining Customer Loyalty A Case Study of the Loan Bank Algerian People - Mila Agency. University Center Abdel Hafeez Balsouf Mila, Algeria, 1st floor, p. 43.
Arnous, N. (2016). Mechanisms of administrative reform and service development. Delta for Publishing and Distribution, edition 1, p. 23.
Al Mahmoud, S. F. A., Mikho Qelo, E. S., & Ramadhan Al-Sharvany, D. K. (2019). The role of the innovative value in comprising the mental image of the organization. Humanities Journal of University of Zakho, 7(1), 110-138.
Al-Jassem, H. (2019). The effect of electronic advertising elements on the perceived mental image of the organization a field study on the buyers of electronic devices in the city of Damascus, Tishreen University Journal of Research and Scientific Studies, 41(1).
Blakeman, R. (2022). Advertising Design, Routledge Publishers, edition 1, p.28.
Chitty, B. (2017). Intergrated Marketing Communication, Cengage Lerning PTY Limited, edition 1, P86.
Doumi, Q. (2019). The Impact of Electronic Advertisements Through Social Networks on Purchasing Motivations among Students of Private Jordanian Universities, Unpublished Master’s Thesis, Amman Arab University, Amman, Jordan.
Heather, A. (2012). "Seducing the Subconscious” The Psychology of Emotional Influence in Advertising.1st edition, Wiley Blackwell, USA: NY. M.
Hirsha, S. (2015). Information Service Today, Rowman and Littofield Publisher, p.28.
Gharibi, S. (2012). Explain The Effectiveness of Advertising Using The ADIA Model. Interdisciplinary Journal of Contemporary Research in Business, 4(2), 926-940.
Ghassan, Q. (2010). Technology Management, Dar Al-Manhaj, first edition, p. 20.
Kotler, P. (2017). Marketing, John wiley & sons. Inc., hoboken, New jersey, edition 1, P.105.
Kunam, A. (2022). Security Analysis and Protfolio Management, SBPD Publishion, p.156.
Landa, R. (2017). Advertising by Design. Hindawi Foundation.P 21.
Mualla, N. (2021). Bank Marketing. Al-Yazuri Group for Publishing and Printing, p. 25.
Munawwar, M. (2020). Basics of writing an advertisement. Design House edition 1, p. 6.
Martins, J., Costa, C., Oliveira, T., Gonçalves, R., & Branco, F. (2019). How smartphone advertising influences consumers' purchase intention. Journal of Business Research, 94, 378-387.
Nazal, A., & Megdadi, Y. (2019). The Role of customer Relationship Management Strategies on Development Customer Services of Jordanian Telecommunication Companies. American Research Institute for Policy Development, 7(2), 77-85.
Jashari, F., & Burstein, V. (2017). Impact of social media on Consumer Behavior- A case of Kosovo. Journal of Knowledge Management, Economics and Information Technology, 7(1), 1-17.
Jalloul, Z. (2016). The impact of electronic advertising on consumer behavior - an analytical study of the opinions of a sample of Journalists of the website of the Air Algerie Corporation, Al-Maaref journal, 21.
Raab, G. (2016). The Psychology of Marketing, CRC Press Pblisher, edition 1, P230.
Pelsmacker, D. (2022). Advaced interdiction to Advirtising, Edword Publishing, p.118.
Phenq, L. (2016). Service Quality for Facilites, Springer intrational Publisher Science, edition1, p.32.
Haida, A., & Rahim, H. L. (2015). Social media advertising value: A Study on consumer’s perception. International Academic Research Journal of Business and Technology, 1(1), 1-8.
Torresi, I. (2020). Translating Promoation and Advertising Taxts, Routledge Publishers, edition 1, P94.
Sandkuhl, K. (2014). Enterprise modeting, Springer Interntional Publisher Science Technolegy, edition 1, P117.
Sekaran, U. (2009). Research Method for Business: A Skill Building Approach. 4th Edition, Wiley India, New Delhi.
Zhenhua, Z. (2015). The Development of Service Economy, Springer International Publisher Science, Editional 1, p.254.
Copyright (c) 2022 Waseem Al-Khalil, Younes Megdadi
This work is licensed under a Creative Commons Attribution 4.0 International License.
