Role of Social Media in Religious Values and Islamic Banks Financial Performance

Abstract

The purpose of this study is to examine the role of social media in financial performance of Islamic banks in Middle East.This study adopted quantitative research approach and survey questionnaire was used for data collection by using a cross-sectional research design. Data were analyzed by using Partial Least Square-Structural Equation Modeling (PLS-SEM). It was concluded that social media play a positive role in the conveyance particularly about religious values, between the Islamic banking system and its customers that eventually add values to build customers’ trust rate and bank personnel’s professionalism which guarantees an increase in the financial performance of Islamic banking system.

Originality: This study examined the unique relationship between social media, religious values, personnel’s professionalism, trust and financial performance in Middle East Islamic banking sector which is not considered in previous studies. This is pioneer study which examined the effect of social media on bank personnel’s professionalism, religious values and trust in Islamic banks along with the indirect effect of religious values.This study helps practitioners to boost the financial performance of Islamic banking system. Moreover, this study, also helps employees to understand professionalism related duties specifically which influences the employees and the bank customer’s relationship. Therefore, this study is helpful for practitioners while making the strategies to promote financial performance of Islamic banks.