The Impact of Social Media on the Sustainability of Competitive Advantage in Jordanian Commercial Banks

Abstract

Background & Statement of the problem: The study sought to evaluate the influence of social media on the sustainability of competitive advantage within Jordanian commercial banks.

Objectives: This research aimed to assess the extent of social media utilization across various dimensions, including content creation, advertising campaigns, and follower interaction. Additionally, the study aimed to analyze the levels of competitive advantage sustainability in Amman’s commercial markets and quantify the impact of social media on this sustainability within Jordanian commercial banks.

Methods: A quantitative research approach was employed, utilizing a survey methodology targeted at employees of Jordanian commercial banks. A structured instrument was developed, comprising 44 items—24 items designed to measure social media use and 20 items aimed at assessing the dimensions of competitive advantage sustainability. The survey was administered to a sample of 301 employees working in Jordanian commercial banks in Amman, selected through convenience sampling.

Results: The findings indicate a statistically significant positive impact of social media on enhancing the sustainability of competitive advantage in terms of quality, cost, creativity, and product innovation within Jordanian commercial banks. The analysis further revealed no significant differences in the impact of social media on sustaining competitive advantage based on demographic variables such as gender, age, academic qualifications, administrative level, years of experience, or preferred digital and social media usage.

Conclusions (Recommendations and contributions): The study concludes with a recommendation for further research in other commercial sectors to validate and extend the findings on the role of social media in enhancing the sustainability of competitive advantage.