AI Integration and Digital Communication: The Cognitive Power of Brand Equity in the Jordanian Banking Industry

Ahmed Alamro; Jassim Al-Gasawneh; Abdullah Al Sokkar; Mohammed Otair; Mohammed Binkhamis; Raed Momani; Mohammad  Alshinwan

doi:10.47852/bonviewJCCE52027154

Authors

Ahmed Alamro Faculty of Business, Al-Zaytoonah Jordan University, Jordan
Jassim Al-Gasawneh Faculty of Administrative and Financial Sciences, University of Petra, Jordan
Abdullah Al Sokkar Faculty of Business, Applied Science Private University, Jordan https://orcid.org/0000-0001-7891-8012
Mohammed Otair Faculty of Information Technology, Middle East University, Jordan
Mohammed Binkhamis School of Business and Law, Dar Al-Hekma University, Saudi Arabia
Raed Momani Faculty of Administrative and Financial Sciences, University of Petra, Jordan https://orcid.org/0000-0002-3886-0597
Mohammad Alshinwan Department of Computer Science, Al al-Bayt University, Jordan https://orcid.org/0000-0002-3864-7323

DOI:

https://doi.org/10.47852/bonviewJCCE52027154

Keywords:

digital communication, artificial intelligence (AI), digital marketing, brand equity, applications in finance, banking sector

Abstract

This paper investigates how brand equity mediates the association between digital marketing communication and the adoption of AI technologies by consumers in the banking industry in Jordan. A self-administered online questionnaire was used to collect data on 203 bank customers. Partial least squares structural equation modeling (PLS-SEM) was used to assess the effects of six latent constructs. The results show that brand equity mediates the effects of digital marketing channels, i.e., email marketing (EM), online advertising (OA), and mobile marketing (MM) on AI adoption in the financial services industry. The difference was statistically significant (b = 0.113, t = 3.195, p = 0.001; b = 0.064, t = 2.318, p = 0.028; b = 0.054, t = 2.412, p = 0.018). These findings indicate that brand equity is a strategic factor in enhancing the effectiveness of digital marketing and promoting the adoption of AI. The research has provided a contribution not only to theory but also to practice, especially in emerging markets like Jordan. It implies that, with the help of brand equity, the banks can maximize digital transformation strategies and increase customer engagement through AI-based financial services.

Received: 11 August 2025 | Revised: 30 October 2025 | Accepted: 15 November 2025

Conflicts of Interest

The authors declare that they have no conflicts of interest to this work.

Data Availability Statement

Data are available from the corresponding author upon reasonable request.

Author Contribution Statement

Ahmed Alamro: Conceptualization, Methodology, Validation, Writing – original draft, Writing – review & editing, Supervision. Jassim Al-Gasawneh: Conceptualization, Methodology, Software, Validation, Formal analysis, Data curation, Writing – original draft. Abdullah Al Sokkar: Conceptualization, Methodology, Software, Formal analysis, Investigation, Writing – review & editing, Visualization, Supervision, Project administration. Mohammed Otair: Investigation, Resources, Data curation, Writing – review & editing, Visualization. Mohammed Binkhamis: Validation, Resources, Data curation, Writing – original draft. Raed Momani: Software, Investigation, Resources. Mohammad Alshinwan: Data curation, Writing – original draft, Writing – review & editing, Visualization.