Mudhafar Yaseen Saadoon
In this study, the primary objective is to determine the effect of E-marketing on the advertisement-banking service relationship of Libyan banks (Alwaha Bank, BNP Paribas Bank, and Sahara Bank). In Libyan banks, there is a general weakness in leveraging E-marketing in the process of advertising, which negatively affects the banks’ services. Thus, the present study primarily focuses on the E-marketing usage of Libyan banks. The study population comprised of 4000 employees, from whom data was gathered and analyzed with the help of SPSS 25 and Smart PLS version 3 to determine E-marketing and its effects. The size of the sample was 352 and data was deemed complete for 220 of them. Based on the study findings, there is a direct and positive relationship between Libyan banking advertisement and services. The findings also showed E-marketing to have a significant effect on the relationship between advertisement and banking services. The study recommends that banking services adopt a novel advertising policy and to promote customer-banks communication to determine the issues that are related to customer services. A department should be developed for the purpose of advertising in Libyan banks and such department should be provided with sufficient budget to develop the banking services through advertisements. Future studies are suggested to use both quantitative and qualitative approach to obtain data and reach in-depth conclusions on the services that Libyan banks provide.