Antecedents of Social Media Platforms on Consumer Behavior: An Evidence from Islamic Banking Sector of Pakistan

Abstract

Purpose: The purpose of this study is to identify the Social Media
Platforms influence on consumer buying behavior in which Islamic banks
can successfully compete with conventional banks.
Methodology: Data is collected from the consumers of three conventional
banks having Islamic banking divisions and three full-fledged Islamic
Banks. These banks include “MIB, Askari Bank and Faysal Bank”, while
the Islamic banks are “Dubai Islamic Bank, Meezan Bank and Al-Baraka
Bank”. Out of the total social media users in Pakistan, about 400 different
users were approached by us. Convenience sampling was used because
during the pandemic situation it was the easiest option to collect the
samples. The questionnaire used for the research was composed of a
5-point Likert scale.
Findings: The research concludes that effective social media platforms
play a very important role in influencing Islamic banking consumer
buying behavior. It finds that effective social media advertising keeps
updating consumers about the latest trends, news, and e-services,
attracting banking consumers.
Practical Implication: This study will support the Islamic banking
Industry in understanding their consumers’ buying behavior, different
expectations, requirements, and interests while using different Social
Media sites for purchasing or buying purposes. It will help to understand
marketers using social media advertisements for Islamic banking
consumers and what type and kind of information should be the input to
attract the consumers. The results also help the Islamic banking sector
marketers to recognize that consumers are using which social media sites
most often; hence they can increase their platform activities on these sites.