The Impact of E-marketing on the Financial Performance of Jordanian Islamic banks

Abstract

This study analyzes the influence of E-marketing alongside traditional bank-specific and macroeconomic factors on the performance of Islamic banks in Jordan. The study sample comprised three fully operational Islamic banks out of four in Jordan, selected based on data availability for the period from 2015 to 2024. Data were collected from the ASE data stream and the World Bank database. The research employed two widely recognized performance metrics, return on assets (ROA) and market share (MKS), as dependent variables. The research utilizes the E-marketing index (EMI) as an independent variable. Panel data analysis was employed to achieve the study objective. The findings of this investigation show that e-marketing improves Islamic bank performance in Jordan. The statistical analysis found that Jordanian Islamic banks implementing successful e-marketing tactics increased profitability, presence in the market, and interaction with customers. This underlines how digitization improves productivity, satisfaction with customers, and profitability. The study provides valuable insights for policymakers, regulators, and stakeholders aimed at improving the performance of Islamic banks in Jordan.