E-WoM through Facebook and Customer Loyalty: A Serial Mediation Model Based on Structural Equation Modeling
Download| Volume 6 Issue 2, 2025 | |
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| Author(s): |
Nazia Abdul Rehman
Muhammad Faisal Sultan
Shahzad Nasim (Corresponding Author)
Zaibunnisa Siddiqi
Aneela Kiran
Sheema Gohar
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| Abstract | Research related to E-WoM on customer engagement and customer loyalty is common. However, there is a significant lack of research related to E-WoM related with Islamic Banks. Similarly, there is a substantial lacking of research that is based upon serial mediation analysis in order to predict the effect of E-WoM on customer satisfaction and customer loyalty. Hence, this study is one of the premier studies that highlight the effect of E-WoM on customer loyalty. Especially in the category of Islamic Banking this study is highly beneficial and has multi-level significance due to its ability to contribute in the academic and pragmatic domains. Hence, to compile this study the data have been collected through convenience sampling from the Generation Z customers of Islamic Banks operating in Karachi. The sample size of the study is 384, which is treated as the universal sample size. Analysis of the data has been conducted through SMART-PLS, which highlighted that the major aspects associated with the significance of the study are approved. Thus, this study may further be used by researchers, academics, and policy-makers for improvement in understanding, working, and relationship optimization. |
| Keywords | Islamic Banking, Marketing, Artificial Intelligence (AI), Social Marketing, Social Issues, Social Welfare |
| Year | 2025 |
| Volume | 6 |
| Issue | 2 |
| Type | Research paper, manuscript, article |
| Recognized by | Higher Education Commission of Pakistan, HEC | Category | "Y" | Journal Name | ILMA Journal of Social Sciences & Economics | Publisher Name | ILMA University | Jel Classification | - | DOI | ISSN no (E, Electronic) | 2790-5896 | ISSN no (P, Print) | 2709-2232 | Country | Pakistan | City | Karachi | Institution Type | University | Journal Type | Open Access | Manuscript Processing | Blind Peer Reviewed | Format | Paper Link | http://ijsse.ilmauniversity.edu.pk/arc/Vol6./pdf/v2/1.pdf |