ОЦЕНКА ИСПОЛЬЗОВАНИЯ ЭЛЕКТРОННОГО МАРКЕТИНГА В СИРИЙСКИХ ИСЛАМСКИХ БАНКАХ

Abstract

The development of e-business and digital technologies opens up new opportunities for the promotion of financial products and services, including in the field of Islamic banking. At the same time, for Syrian banks, especially those operating on Shariah principles, the use of electronic marketing tools (electronic advertising, promotion on social networks, mobile banking, etc.) opens up prospects for expanding customer access to financial services. The article discusses the possibilities of using electronic marketing for Islamic banks in Syria. The most effective tools for digital promotion of banking products and services, such as mobile banking, online advertising and SMM, are analyzed. To assess the current state and prospects for the use of digital communication channels, it is advisable to conduct an assessment of the use of electronic marketing in Islamic banks in Syria using a proven methodology developed earlier by the researcher. The data obtained during the study will help bank management make informed management decisions, including in the field of marketing, which will ensure the stability of the banking system in conditions of political uncertainty. It is expected to assess the current level of use of digital marketing channels by Islamic banks in Syria, determine the most effective tools, and analyze factors that promote or hinder the introduction of digital technologies in banking. Based on the data obtained, recommendations will be formulated for the further development of electronic marketing in Islamic banks of the country.