The Effect of Social Media Marketing on Banking Performance with the Mediating Role of Customer Intention: A Case of Selected Commercial Banks in Borena, Southern Ethiopia.

Abstract

The purpose of this dissertation is to provide a better understanding of the effect of social media marketing services on bank performance in selected banking sectors of Ethiopia from a mediating role customers’ intention perspective. This article has been divided into four parts: introduction, literature, methodology, and finding sections. Initially, for achieving this article, pragmatic research philosophy, a mixed research approach, and a sequential explanatory design—abdicative research strategy—a cross-sectional design one-time survey have been considered. Based on the model tested with SEM, AMOS, and SPSS version 26, depending on the results of the ordinal questionnaire for quantitative and qualitative data, interviews have been used for data analysis, and QDAML has been applied. The total sample size used in this article is 400 respondents and responses. Descriptive statistics of demographic variables indicate male and female responses are used as the controlling variables. From the analysis of data, the survey results indicated that social media marketing services have insignificant effect on the performance of banks. The article suggests that bank executives should consider the needs for social media marketing services from the viewpoint of consumers. This article finding has been useful in assisting banks in resolving issues related to social media marketing services. The results of the survey showed that how much Ethiopian digital marketing services had progressed. It's similar, though, to toddlers who were going through a critical time and required round-the-clock care.