The Impact of Electronic Advertising on Revitalizing Islamic Banking Services A Case Study of Al Salam Bank

Abstract

The study aims to know the extent of the impact of electronic advertising in activating
Islamic banking services through a field study in Al Salam Bank, Algeria, agency of Ouargla. In
the study, we relied on the descriptive approach and used both the questionnaire and the interview
as tools for collecting information, and 30 questionnaires were distributed to the employees of the
institution in question. The study, and the results were analyzed by relying on the SPSS program in
addition to a set of statistical tools and methods. The study reached a set of results, the most
important of which are:
1- It turns out that there is a high level of application of electronic advertising in the institution of
the Salam Bank Agency of Ouargla, and this is because it considers electronic advertising as one of
the most important contemporary mechanisms of the marketing mix, and it also contributes to
strengthening the financial position of the bank, increasing its profitability and gaining a market
position with customers;
2- There is a high level of activation of banking services among the administrative staff of the Al
Salam Bank Foundation, Ouargla Agency;
3- The correlation between electronic advertising as an independent variable and the activation of
Islamic banking services as a dependent variable is a strong direct relationship.