Al-Mahrouq:

-The Index provides an accurate reading of the public pulse and enhances banks’ ability to develop their services and guide their future strategies.

-We seek for the Index to become a trusted national reference that reflects the strength of the banking sector and reinforces public confidence in it.

-Launching this Index marks an unprecedented step in measuring banking influence in Jordan according to a scientific methodology.

The Association of Banks in Jordan, in partnership with the Makana 360 platform, launched the first edition of the ABJ Influence Index, which is the first of its kind in Jordan to monitor and analyze the presence of banks in Jordan and their influence on digital platforms and media outlets, in addition to analyzing levels of public satisfaction and the quality of access to banking services.

The launch of this Index comes as a pioneering step aimed at enhancing transparency and providing an accurate picture for decision-makers about customer trends and interactions, which is reflected in the development of services and the enhancement of public confidence, in addition to raising the level of positive competition among banks.

Dr. Maher Al-Mahrouq, Director General of the Association of Banks in Jordan, confirmed in his speech at the launch ceremony that the ABJ Influence Index is the first of its kind in Jordan to measure the presence of banks on digital platforms and media outlets, and to monitor public trends and the quality of access to banking services. He pointed out that the Index represents a qualitative shift in monitoring the public pulse and understanding the level of social and digital influence of the banking sector.

Al-Mahrouq said that launching the Index comes to enhance transparency and provide accurate and reliable data that help bank administrations understand general trends and improve the quality of services, noting that the Index is characterized by a comprehensive analytical methodology that combines digital data, media coverage, app evaluations, and public opinions.

Al-Mahrouq explained that the Index provides a reference standard that enables each bank to evaluate its competitive position and anticipate changes in public opinion. It also contributes to building a unified sectoral image that enhances confidence in the Jordanian banking sector. He added that the Index provides practical insights that help banks develop their products, media and marketing plans, and direct their investments toward the most influential channels.

Al-Mahrouq stated that the Index will be issued quarterly to measure changes in public trends, the effectiveness of digital and media campaigns, and support future decisions in the fields of digital transformation and financial inclusion.

For his part, Mr. Abdurrahman Al-Husami, CEO of Makana 360, said:

“ We are pleased to partner with the Association of Banks to launch the first national reference for measuring banking influence. The ‘Banking Influence Index’ was designed to be a practical tool for senior management; it simplifies reading the public pulse, media appearance, and the quality of the digital and service experience, and turns them into actionable decisions. The Index is updated quarterly and is based on advanced Arabic monitoring and analysis through digital platforms, media outlets, and app evaluations, with strict adherence to objectivity and methodology. Our goal is for the Index to contribute to enhancing trust in the sector, accelerating digital transformation, and directing investments toward the communication channels that most affect customer satisfaction.”

A comprehensive Index… and results that reflect the strength of the sector’s presence

The ABJ Influence Index relies on an advanced analytical methodology that combines digital and media data with public impressions to measure banks’ influence comprehensively and accurately. The Index recorded 76.3 points in the third quarter of 2025, a score that reflects the important presence of banks in Jordan across various influence dimensions.

The Index is based on four main pillars representing the most important dimensions of bank presence: presence on social media, media appearance, public impressions (Sentiment), and accessibility and reliability. Each pillar is given a relative weight that reflects its importance, and more than 20 sub-indicators are measured within these pillars, such as the number of conversations, volume of engagement, app evaluations, media coverage, and content related to social responsibility.

Data is collected from social media platforms, news, forums, and app evaluations during a specific time period, then analyzed using advanced techniques in public opinion measurement and natural language processing. The weights assigned to each pillar are then calculated to reach the overall Index score, which expresses the level of digital and media influence and public satisfaction with the banks.

1. Presence on social media – 70.7 points

This pillar represents 42% of the total weight of the general influence Index. It showed wide interaction between the public and banks, especially in interactive campaigns and content related to savings services, prizes, and supporting entrepreneurship. Among the results shown by the Index:

• More than 222,000 digital conversations about banks during the third quarter.
• More than 1.2 million digital interactions across various platforms.
• The results show that Facebook represents a primary popular platform for banks, accounting for 86% of the total 5.6 million followers.
• Instagram stands out as an area for modern communication and visual narrative content, while X (Twitter) maintains its role in specialized discussions and financial awareness.
• A notable increase in engagement in community campaigns, savings campaigns, and competitions.

2. Media appearance – 79.2 points

This pillar represents 22% of the overall weight and recorded a strong presence for banks across local and international media outlets, where topics related to digital transformation, financial inclusion, and social responsibility constituted wide coverage areas. Key results include:

• Strong visibility for banks in high-reach media outlets that achieved more than 66 million international views for content related to banks in Jordan.
• Diversity of media coverage in digital transformation, green financing, and financial inclusion.
• Increased engagement with community initiatives and national activities.

3. Public impressions (Sentiment) – 71.9 points

This pillar represents 10% of the overall Index weight. It showed that most general impressions toward banks tend toward neutrality and positivity, with key factors strengthening customer trust such as branch service quality and employee professionalism. The most important results in this pillar:

• Positive and neutral impressions together reached 96% of total conversations.
• Positive impressions are mainly driven by the quality of service in branches and employee behavior, reflecting a strong and positive customer experience in direct interactions.
• Continued high trust in banks as safe and reliable financial institutions.

4. Accessibility and reliability – 84.5 points

This pillar achieved the highest value among the sub-indicators and represents 26% of the overall Index weight. It confirmed users’ interest in digital services and mobile applications, along with high engagement with promotional campaigns for banking services, cards, and financing. The most notable results:

• Strong engagement with promotional campaigns for cards and payment services.
• High customer reliance on mobile applications and electronic transfers.
• User impressions were 72% positive, mainly driven by ease of use and speed of app performance— the two most appreciated features, reflecting the importance of a smooth digital banking experience.
• Sentiment analysis shows that interest rates were not a major driver of negativity during Q3. This decline in the impact of interest rates can be linked to the reduction in interest rates during the same period, which eased discussions about borrowing costs and decreased public sensitivity to this issue.

Prominent trends highlighted by the Index

In addition to the main indicators, the new Index showed several notable results, including:

• Increased community interactions related to health, education, and women’s empowerment—topics most associated with public trust—reflecting wide public interest in human and social impact themes.
• Employees and branches remain the strongest element of trust, as in-branch service quality and employee professionalism formed one of the most important drivers of customer satisfaction. This remains a distinctive strength of banks in Jordan despite digitalization, reflecting the vital role of the human element.
• Digital transformation clearly appears in public discussions, with strong awareness content related to cybersecurity and fraud prevention, and thousands of interactions around posts and activities related to fraud prevention, anti–money laundering, and customer data protection—reflecting rising digital awareness among the public.
• Results of the Index for Q3 2025 showed that most banks in Jordan fell within the strong performance category, with some banks achieving leading performance that reflects their digital readiness, media influence, and strong relationship with the public.