Abstract
This study aimed to know the impact of marketing via social media platforms (MSMP) during the Covid-19 pandemic on consumer behavior (CB) in Jordanian banks. In addition to knowing the role of innovation marketing (IM) in improving the ability of the impact of MSMP on CB during the Covid-19 pandemic. The study population consisted of all Jordanian banks. The process of distributing and retrieving the questionnaires was carried out electronically due to the COVID-19 pandemic and the ban imposed in Jordan. The study found an impact of MSMP during the COVID-19 pandemic in IM, Also, MSMP helps to innovate in the way social interactions occur between individuals and banks. The study also found an impact of MSMP on CB during the COVID-19 pandemic. The study also showed that there is an impact of IM in improving the impact of MSMP on CB. The study recommends the need to pay attention to MSMP as it adds very important elements to traditional marketing during the COVID-19 pandemic.
Highlights
The world today is experiencing a technological revolution, brought about by the emergence of the Internet, and the services that this network provided to individuals and business organizations (Zraqat, 2020), including e-marketing service and marketing via social media platforms (MSMP), as this type of marketing, has enhanced a critical part of the contemporary marketing strategy
An intended random sample consisting of 1,250 clients of the age group between 20 to 40 years was chosen. 1250 questionnaires were distributed via WhatsApp, and the process of distributing and retrieving the questionnaires was done electronically due to the COVID-19 pandemic and the ban imposed in Jordan
This result indicates the importance of MSMP during the COVID-19 pandemic in promoting innovative marketing, and this result is consistent with what Smith (2012) pointed out that SMP help companies communicate with their target customers in an innovative way, enabling them to create brand awareness and sale of its products or services (Smith, 2012)
Summary
The world today is experiencing a technological revolution, brought about by the emergence of the Internet, and the services that this network provided to individuals and business organizations (Zraqat, 2020), including e-marketing service and MSMP, as this type of marketing, has enhanced a critical part of the contemporary marketing strategy This led to the banks adopting a new way of understanding CB, as it furnished him an occasion for dialogue between banks and customers, as straight dialogue between these two parties became viable, which led to the advancement of connections between them, so the bank will offer a suitable product and the customer will pay for the banking product or service after knowing his behavior patterns, transcending the limits of time and place, and the customer accesses banking products and services .
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