Perceptions of the 7p marketing mix of Islamic banks in Indonesia: what do twitter users say about it?

• Main Authors: Cahyono, Eko Fajar, Rani, Lina Nugraha, Kassim, Salina
• Format: Article
• Language: English; English
• Published: Primrose Hall Publishing Group 2020
• Subjects: HG3368 Islamic Banking and Finance
• Online Access: http://irep.iium.edu.my/83091/1/83091_Perceptions%20of%20the%207P%20Marketing%20Mix.pdf; http://irep.iium.edu.my/83091/2/83091_Perceptions%20of%20the%207P%20Marketing%20Mix.scopus.pdf; http://irep.iium.edu.my/83091/; https://www.ijicc.net/images/Vol11Iss11/111132_Cahyono_2020_E_R.pdf
• Institution: Universiti Islam Antarabangsa Malaysia

Purpose: This study attempts to analyse the perceptions of social media users, particularly Twitter users, of social media marketing attempts by Indonesian Islamic banks. The perceptions of social media users are assessed based on the 7P marketing mix, namely: (i) product, (ii) promotion and educati...