The Critical Success Factors of Social Media and Its Impact on Business Innovation Field Study: Jordanian Commercial Banks

Abstract

This study aimed to identify the impact of the critical success factors of social media on business innovation in Jordanian commercial banks. Descriptive and analytical method was used in this research. Sample was drawn from top management working in Jordanian commercial banks. The research used random sampling method designed questionnaires for collecting data. The researcher distributed (220) questionnaires in (8) banks in Amman, (186) returned and (13) dropped, however, (173) questionnaires were used for analysis. The results of the study showed that there is a significant impact of the critical success factors of social media on (technical innovation, administrative innovation and innovative culture). The study recommended that the the critical success factors of social media (security) should have a significant impact in the expanding technical innovation of the banks.