Testing the Validity of the Proposed Electronic Marketing Model in Libyan Banking Institutions: Using Confirmatory Factor Analysis

Dr. Fayek B. Elteer

doi:https://doi.org/10.5281/zenodo.14166906

Testing the Validity of the Proposed Electronic Marketing Model in Libyan Banking Institutions: Using Confirmatory Factor Analysis

Author: Dr. Fayek B. Elteer*

Assistant professor at the University of Tripoli, Libya Faculty of Economics E-commerce Department.

Published Date: 2024-11-15

Keywords: Electronic Marketing, Marketing, Marketing Policies.

Abstract:

This study aims to develop a conceptual framework for measuring electronic marketing in banking institutions by adopting appropriate dimensions for its measurement, namely (attraction, engagement, and learning). To achieve this objective, we used Confirmatory Factor Analysis (CFA) with the AMOS software. Based on these results, the study found that this model is suitable and reliable for measuring electronic marketing in banking institutions in Libya.