РОЛЬ ЭЛЕКТРОННОГО МАРКЕТИНГА В ПОВЫШЕНИИ ПРИБЫЛЬНОСТИ КОММЕРЧЕСКИХ И ИСЛАМСКИХ БАНКОВ СИРИИ (СРАВНИТЕЛЬНОЕ ИССЛЕДОВАНИЕ)

Abstract

The banking system plays an important role in the development of the Syrian economy. However, the country is experiencing a deep political and economic crisis as a result of the armed conflict. This negatively affects the work of all types of banks. Syrian commercial banks face financial stability risks due to uncertainty. Islamic banks are also facing difficulties as they are regulated by Sharia law. At the same time, the demand for banking products and services remains. The expansion of digital business and the introduction of new technologies create additional opportunities for the promotion of financial products and services, including traditional commercial banking. At the same time, the Islamic banking market in Syria, based on Shariah principles, can increase customer access through the use of modern e-marketing tools such as digital advertising, social media promotion and mobile banking. This opens up new opportunities to expand the client base of Islamic banks in the country. The purpose of the study is to evaluate the use of electronic marketing tools by commercial and Islamic banks in Syria using a previously developed methodology, and to determine the impact of such use on their financial performance. It is planned to develop methodological recommendations for the use of digital marketing technologies by Syrian banks, taking into account the specifics of the political situation. This will help improve their efficiency in difficult conditions.