E-Marketing in Islamic Banks: A Theoretical Study in the Exploitation of Social Media in Islamic Banking Services

Abstract

There was a need to study some efforts and marketing strategies to build a wide awareness of e-marketing in Islamic banks. E-marketing can be adopted as a marketing approach in promoting Islamic banking products and services. Based on this, this research aims to identify the electronic banking services provided by Islamic banks, to identify the extent of the spread of these services, and to know the obstacles to adopting electronic marketing in Islamic banks. To achieve the objectives of the current study, the research methodology will depend on the following: Theoretical aspect: In this study, the descriptive analytical method was used to study the obstacles to adopting e-marketing in Islamic banks, where it was relied on books, periodicals, literature, pamphlets, references, previous studies, and other published researches related to the topic studying. The results revealed that in order to increase literacy and inclusion and expand the market share of Islamic banking products and services, digital marketing plays a role in building public trust, supporting traditional marketing, developing digital campaigns, and mapping target markets. The research recommends that banks should continue to improve their electronic banking services and ensure that these services are free and easy to use to suit all customers' requirements, and that the banking service provider monitors developments in the world of technology, and that the full picture of electronic banking services is improved by banks.