Abstract
In the 21st century, the European banking system is going through a period of fundamental structural changes caused by global challenges that will determine its future ability to serve the financial needs of the economy on digital platforms. The aim of this research is to study how electronic social media influence the effectiveness of e-banking in the context of banking sector instability. The empirical model for determining the impact of digital media was developed on the basis of theoretical concepts and tested on a sample of 307 respondents from banking institutions (UniCredit, Raiffeisen, PrivatGroup) and 2,800 consumers of banking services through quantitative methods, as well as economic and statistical calculation methods. The obtained results show that digital social media have a quite strong effect (r=0.788) on creating consumer loyalty and increasing indicators of digital trade in banking services. The theoretical significance of this study is the synthesis of scientific approaches to the creation of a conceptual method for determining the effectiveness of engaging digital media resources as a marketing tool for improving the effectiveness of digital trade in banking services. The key practical aspect is the combination of theoretical approaches and business experience in optimizing and improving the use of electronic social media in the trade in banking services in a difficult period of economic development.