The Role of Digital Marketing in Achieving Sustainable Financial Growth in Jordanian Banks: An Empirical Study Using Digital Entrepreneurship as a Mediating Variable

Introduction: The study aimed to investigate the role of digital marketing in achieving sustainable financial growth in Jordanian banks, with a specific focus on entrepreneurship as a mediating variable. In the context of rapid technological advancements and heightened competition in the banking sector, this study explores how digital marketing and digital entrepreneurship contribute to long-term financial success in Jordanian banks. Methods: The study was conducted using a sample of 270 senior management individuals from four Jordanian banks. A total of 170 questionnaires were distributed, and 165 were returned. After screening for completeness and suitability, 159 questionnaires were deemed appropriate for analysis. The data collected was then analyzed using empirical methods to evaluate the relationship between digital marketing, entrepreneurship, and financial growth. Results: The findings revealed that the integration of digital marketing strategies with digital entrepreneurship plays a pivotal role in ensuring sustainable financial growth in Jordanian banks. This integration is increasingly important in an era marked by rapid technological advancements and intensifying competition within the banking sector. Conclusions: The study concluded that digital entrepreneurship, supported by digital marketing, is essential for the long-term growth of Jordanian banks. The research highlighted the importance of fostering a culture of innovation, collaborating with fintech startups, and investing in cutting-edge digital solutions to enhance banking services.