The role of financial technology in enhancing cyber marketing strategies: an analytical study of the opinions of a sample of customers of the Commercial Bank of Iraq TBI

Abstract

      This research seeks to test the impact and correlation between financial technology and cyber marketing strategies and their five dimensions and to study how financial technology can affect cyber marketing strategies by improving efficiency and providing customized services that contribute to increasing customer satisfaction with the financial services offered by the bank. The current research attempts to answer the question: Is there a relationship between financial technology and cyber marketing strategies? The research contributes to filling the gap in the literature related to the integration between financial technology and cyber marketing strategies. The current research helps the bank, and the research sample هn identify the resulting advantages. From integrating financial technology with cyber marketing strategies and explains the opportunities that can be exploited to achieve a competitive advantage. The Trade Bank of Iraq (TBI) was chosen as a site for implementing the research. A random sample of (210) individuals from the bank’s customers was selected to answer an electronic questionnaire to collect data. The descriptive-analytical method, SPSS V.26, and Smart PLS4 program were used to analyze the answers. The research indicates that there is an impact and connection between financial technology and cyber marketing strategies and that financial technology has proven its ability to improve the efficiency and effectiveness of cyber marketing operations by automating processes and providing innovative solutions to manage financial transactions smoothly and securely and relying on technology and technology in providing financial services, which is reflected positively on customer transactions.