Author(s): Mahafuza Islam, Farhana Foysal Satata*, Md. Kawsar, Samara Zarin Dhara
This study discovers the fundamental drivers of social media marketing in Bangladeshi Islamic banks, shedding light on an unexplored territory within the realm of Islamic banking. Social media marketing has become a powerful tool for enhancing customer engagement, fostering brand awareness, and cultivating trust in the unique landscape of Islamic banking. Findings from a study involving 85 respondents reveal that a significant percentage actively follow Islamic banks on social media, with Islamic Bank Bangladesh emerging as a trusted choice due to its adherence to Islamic norms. Moreover, social media marketing is found to be closely related to services people are interested in and significantly influences their decisionmaking processes. As a practical implication, it encourages Islamic banks to influence social media's potential for setting them apart from competitors. However, limitations, such as the geographical scope, sample size, and the absence of a proportional analysis with conventional banks, highlight the need for future research in this dynamic arena.