Looking into the Islamic banking sector in Palestine: do religious values influence active social media engagement behavior?

Purpose – The purpose of this paper is to investigate how the religious values of Islamic banking users influence their active social media engagement behavior (SMEB), when exposed to online brand-related content. Design/methodology/approach – The method used for data collection was an online self-administered questionnaire. A total of 448 valid responses were obtained from Islamic banks customers, who are members of at least one online brand community (OBC) on Facebook. Responses were analyzed and processed by means of structural equation modeling. Findings – The results of the online survey reveal that religious values have a positive influence on the active SMEB in terms of contributing (like and/or sharing) and creating (posting positive comments) of brand related-contents via Facebook OBC. Religious values play a key role in encouraging Islamic banks’ customers to share and forward posts, advertisements, and/or content. Furthermore, religious values encourage customers to forward contents that comply with their religious values and beliefs and are also compatible with the Islamic rules of Shari’ah. Originality/value – The findings of this study suggest that religious values are likely to impact customer behavior when consuming, liking, sharing, and commenting on the online contents generated by Islamic banks. Given the fact that Islamic religious values are universal and persistent, there is a potential for longterm benefits for those Islamic banks that identify profitable religious consumer segments within the domestic and global markets as well as to promote and enhance active SMEB in terms of the number of positive comments, likes, and shares of brand-related content.