Abstract
Realizing the fact that social media has become the mainstream of corporate marketing, this research aims to investigate the use of social media tools by Islamic banks: Facebook and YouTube. To identify and evaluate the social media activities, this research analyses four fully-fledged Islamic banks in Pakistan and seven fully-fledged Islamic banks in the UAE. Since there is a lack of research on the topic of social media marketing by Islamic banks, therefore eight effective features of utilising Facebook in corporate marketing have been extracted from the existing literature. Subsequently, in order to evaluate the eight factors descriptive observation analysis and coding methods were used. The findings deduce that Islamic banks require influential ways to distinguish their social media activities. This research believes that by channelizing such active social mediums aptly, consumer's concerns about Islamic banking can be addressed. Islamic banks need to realize that these social mediums enable them to offer differentiated services according to the target segment and audience, which will result in greater satisfaction and customer loyalty. Monitoring social media activities of local and global Islamic banks can assist in devising a unique corporate marketing approach for using Facebook and YouTube. There are few existing articles available on social media and Islamic banking topics, therefore this research makes an attempt to fill that gap and brings attention to conduct further study about social media as a corporate marketing communication tool.