Title: Navigating the banking landscape: the power of social media communication

Authors: Attia Abdelkader Ali; Ahmed A. Khalil; Gamal S. Alhawbani

Addresses: Faculty of Economics and Business Science, University of Alicante, Carretera San Vicente del Raspeig s/n, 03690, Alicante, Spain; Faculty of Economics and Business Administration, Alexandru Ioan Cuza University of Iasi, 22 Carol I Blvd., 700506 Iasi, Romania ' School of Mathematics and Statistics, Central South University, Hunan, China; Faculty of Commerce, Assiut University, Assiut, Egypt ' School of Business, Hodeidah University, Hodeidah, Yemen

Abstract: This research aims to determine the effect of each user-generated (UG) and firm-created (FC) communication on the customer's behavioural intentions (CBI) with the role of overall brand equity (OBE) and brand attitude (BA) in this relationship by applying it to the banking industry. The study was conducted quantitatively, and data were collected from 249 Egyptian bank customers using a web-based questionnaire. The research data were analysed using structural equation modelling (SEM). This research concluded that UG and FC communication positively and significantly influenced CBI, OBE, and BA. Moreover, there was a positive relationship between OBE, BA, and CBI. Besides, OBE and BA mediate the relationship between UG, FC communication, and CBI. The outcomes of this research give Egyptian bank executives and brand owners crucial marketing communication on the content of brands on social media platforms.

Keywords: social media communication; SMC; banking industry; behavioural intentions; brand attitude; BA; overall brand equity; OBE; Egypt; user-generated; UG; firm-created; FC.

DOI: 10.1504/IJIMA.2025.145070

International Journal of Internet Marketing and Advertising, 2025 Vol.22 No.2, pp.214 - 240

Received: 19 Oct 2023
Accepted: 11 Feb 2024
Published online: 18 Mar 2025 *

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