The Role of Social Media in Building Islamic Banking Consumer Engagement: Analysing the Impact of Brand Personality Traits and Brand Love

This study aims to shed light on the role of social media in building consumer engagement and examines the impact of Islamic brand personality traits on electronic word-of-mouth and brand trust in the context of social media engagement behaviour within Islamic online banking. To assess the proposed model a sample of 665 users was recruited. The results show that the brand personality traits of Islamic brands within the context of the Islamic banking sector have a positive impact on brand trust and electronic word of mouth when mediated by brand love. This study addresses this gap in research by examining the impact of Islamic brand personality traits and brand love on electronic word-of-mouth and brand trust in Palestine. These results underline the importance of considering the alignment of brand personality traits with Islamic principles in fostering engagement and trust towards the brand.