The Impact of Digital Marketing on the Perception of Participative Banks in Morocco: A Quantitative Study

Meryem; Meryem AHMAME

Article Details

The Impact of Digital Marketing on the Perception of Participative Banks in Morocco: A Quantitative Study

Authors:

Meryem | Meryem AHMAME

Publisher:

Recherches et Applications en Finance Islamique (RAFI)

Journal:

Recherches et Applications en Finance Islamique (RAFI) Vol.10 Issue 1, pp.18-36

Document Type:

Article

Publication Date:

2/2026

Document Language:

English

Document ID (Org No.):

2001842873

pISSN:

2509-0224

Abstract:

 Participative banks, a recent development in the Moroccan financial sector, offer an alternative to traditional banks by respecting the principles of Islamic finance. They are distinguished by their compliance with Sharia law, prohibiting interest (riba) and favoring ethical investment partnerships. Faced with the expectations of a demanding clientele in terms of ethics and transparency, digital marketing is becoming an essential lever, enabling participative banks to promote their values and extend their accessibility. However, few quantitative studies have analyzed the impact of these strategies on customer perception in the Moroccan context. Our study, conducted among a sample of 300 customers of various participatory banks, examines two key aspects: credibility and trust in these banks via digital channels, and the influence of their online presence on customer engagement and loyalty. By analyzing these data, the article explores the impact of digital strategies on customer satisfaction and loyalty.

Article Details

The Impact of Digital Marketing on the Perception of Participative Banks in Morocco: A Quantitative Study

Authors: Meryem | Meryem AHMAME

Publisher: Recherches et Applications en Finance Islamique (RAFI)

Journal: Recherches et Applications en Finance Islamique (RAFI) Vol.10 Issue 1, pp.18-36

Document Type: Article

Publication Date: 2/2026

Document Language: English

Document ID (Org No.): 2001842873

pISSN: 2509-0224

Issues

Authors:

Meryem | Meryem AHMAME

Publisher:

Recherches et Applications en Finance Islamique (RAFI)

Journal:

Recherches et Applications en Finance Islamique (RAFI) Vol.10 Issue 1, pp.18-36

Document Type:

Article

Publication Date:

2/2026

Document Language:

English

Document ID (Org No.):

2001842873

pISSN:

2509-0224