دور وسائل التواصل الاجتماعي في ترويج الخدمات المصرفية : دراسة استطلاعية في عينة من المصارف التجارية الخاصة في محافظة كربلاء المقدسة

الملخص EN

The research sought to demonstrate the role of social media with its dimensions that include (Facebook, Twitter, and YouTube) in promoting banking services with its dimensions that include (advertising, personal selling, sales promotion, public relations, and direct marketing), as an exploratory study in a sample of private commercial banks In the holy province of Karbala, which is (Baghdad Bank, National Bank of Iraq, Iraqi Credit Bank, Babel Bank, and Iraqi Union Bank).

The sample included (30) individuals from managers and their assistants, divisional and units directors to whom the questionnaire was distributed in the research sample banks.

The research data were analyzed using multiple statistical methods and using the statistical analysis program (SPSS).

According to the results of the research, a set of conclusions were reached, the most important of which is that there is an important role for social media in promoting banking services provided by research sample banks.

In light of the conclusions reached, the research was concluded with several recommendations, the most prominent of which are the need to enhance interest in social media with its dimensions because of this of great importance in promoting banking services, especially at the present time, and what is happening in terms of imposing a curfew and recommending social distancing due to the Corona pandemic, which imposed on institutions in the whole world to deal electronically instead of physical dealings.