The Impact of Social Media Characteristics and Customer Attitude on EWOM : Empirical Study in Jordan Banking Sector

This study analyses the effects of social media
marketing characteristics and consumer attitudes on electronic word of mouth
(eWOM) responses in the banking industry. A survey was conducted with a total
of 416 customers who used social media accounts that are managed by companies
within the banking sector; the collected data were then analysed using
structural equation modelling. The results showed that banking Social media
marketing characteristics (including interactivity, informativeness, and
entertainment) have significant effects on eWOM. The results also demonstrated
that customer attitudes significantly affect eWOM. It is expected that the
results of this study may be used as fundamental data in the development of
banking sector Social media marketing characteristics and attitude strategies,
particularly by investigating the relative importance of each Social media
marketing characteristics component.