Digital Marketing’s Role in Enhancing Financial Services in Palestine
Date
2025-05-05
Authors
Bayyoud Mohammed
Al Qassas Nelly
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Publisher
Journal of Economics, Finance and Management Studies
Abstract
This study explores the role of digital marketing in enhancing financial services in Palestine, focusing on customer
engagement, satisfaction, and service adoption. A mixed-methods approach was employed, combining quantitative data collected
from 300 structured survey responses with statistical analysis—namely, descriptive statistics, chi-square tests, and regression
modeling—and qualitative case studies from local banks. The analysis reveals a statistically significant relationship between online
banking frequency and customer satisfaction, with social media identified as the most influential digital marketing channel.
Although digital marketing exposure had a mixed effect on satisfaction, its overall impact on account openings and brand
engagement was notable. The study concludes that well-targeted digital marketing strategies—particularly on social platforms—
can significantly improve customer acquisition and retention in Palestinian financial institutions. However, infrastructural, and
regulatory challenges must be addressed to realize the full potential of digital financial inclusion.
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Citation
Bayyoud, M., & Al Qassas, N. Y. (2025). Digital Marketing’s Role in Enhancing Financial Services in Palestine. Journal of Economics, Finance and Management Studies, 8(5), 2772–2793. https://doi.org/10.47191/jefms/v8-i5-24