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The current study aimed to discover the impact Digital Marketing on Mental Image of Banks in Saudi Arabia. This research focused on employees working for these Banks. The primary data for this research was gathered through a self-administered questionnaire. The structural equation path coefficients, providing insights into the relationships among the latent constructs in the research model. Mental Image was demonstrated to be significantly influenced by Learning, followed by Retention, then Attraction, Communication and finally Engagement.

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Impact of Digital Marketing on Mental Image of Banks in Saudi Arabia

  • 章节

  • 发表日期：

    2025年

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  • Muhammad Turki Alshurideh,
  • Atallah Fahed Alserhan,
  • Anber Abraheem Shlash Mohammad,
  • Tawfeeq Alanazi,
  • Osama Abdelwahab M. Alzeetawi,
  • Ahmad Adnan Al-Tit,
  • Sura I. Al-Ayed,
  • Sulieman Ibraheem Mohammad,
  • Kamel Mohammad Al-hawajreh,
  • Abdullah Matar Al-Adamat

摘要

The current study aimed to discover the impact Digital Marketing on Mental Image of Banks in Saudi Arabia. This research focused on employees working for these Banks. The primary data for this research was gathered through a self-administered questionnaire. The structural equation path coefficients, providing insights into the relationships among the latent constructs in the research model. Mental Image was demonstrated to be significantly influenced by Learning, followed by Retention, then Attraction, Communication and finally Engagement.