World Journal of
Pharmaceutical and Life Sciences

THE IMPACT OF ELECTRONIC PAYMENT METHODS ON ELECTRONIC MARKETING

Dr. Fayek B. Elteer*

ABSTRACT

This study aims to investigate the impact of electronic payment methods on electronic marketing at the Republic Bank in Libya. The study includes the factor of electronic payment methods as an independent variable and the factor of electronic marketing as a dependent variable. To achieve this objective, the researcher employed the descriptive-analytical (quantitative) method, using Confirmatory Factor Analysis (CFA) to verify the structural validity of the study factors and Structural Equation Modeling (SEM-AMOS) for data analysis. The study targets all employees working at the Republic Bank, including the headquarters and branches in the Libyan capital, Tripoli. The study concluded with several findings, the most important of which is that there is a positive relationship between electronic payment methods and electronic marketing. The researcher recommends that commercial banks, particularly the Republic Bank, should pay more attention to policies and practices related to customer privacy to enhance electronic marketing in Libya. Additionally, policymakers within the bank should focus on technical aspects and infrastructure, which in turn would have a higher positive impact on the performance of electronic marketing.

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