Interactivity in Palestinian and Jordanian Bank Websites According to the Criteria of Dialogic Communication Theory: A Comparative Study

Abstract

Objectives: This study aimed to examine the media strategies employed by the Bank of Palestine and Bank of Jordan websites to support their content and to identify similarities and differences in their approaches to interactivity. Additionally, it sought to highlight key indicators of dialogic communication on these websites.

Methods: The study employed quantitative and statistical methods within a descriptive research framework to collect, organize, and analyze data. It also utilized media survey and comparative methods to achieve the study objectives and facilitate a scientific comparison between the two websites.

Results: The findings revealed a general weakness in the use of interactive services, with a notable absence of supporting media services despite their significance for users. While both websites partially adhered to principles of interactive communication and presented banking topics in a manner suited to the digital medium, significant gaps remained in enhancing user engagement.

Conclusion: The study highlights the interactivity features of the Bank of Palestine and Bank of Jordan websites through the lens of dialogic communication theory. It was observed that both websites lacked emphasis on ease of navigation and effective interaction with users.