أثر الترويج عبر مواقع التواصل الاجتماعي على قرار شراء خدمات المصارف الإسلامية : دراسة تطبيقية على مصرف السلام الجزائر

الملخص EN

This research paper aims to identify the role that social media websites can play in attracting customers towards Islamic bank transactions, by examining the impact of the promotion via Facebook on customers' purchasing behavior.

to achieve this, an applied study was conducted in which an electronic questionnaire was distributed to a sample of 140 individuals participating in the official Facebook page of al Salam bank.

so that it reached a positive impact of promotion on the Facebook page at most stages of the purchasing decision, and a positive impact also of the ethics of electronic promotion at all stages of the purchasing decision, while the most important recommendations were the use of viral marketing programs on social media websites to publicize Islamic banking products, and exploit them in establishing a good mental image in the minds of as many users as possible.