The rapid advancement of digital technologies has reshaped the competitive landscape of the banking industry, compelling Islamic banks to adopt innovative online services and leverage digital channels to enhance customer engagement. In this context, Islamic online banking services are no longer limited to service delivery functions but increasingly serve as strategic digital marketing tools that influence customer attraction, awareness, and retention. Despite this growing significance, empirical research examining the adoption of Islamic online banking within a digital marketing framework remains limited, particularly in developing economies such as Jordan. This study aims to investigate the determinants influencing customers’ adoption of Islamic online banking services in Jordan by integrating technological acceptance, trust-related factors, service quality, and digital marketing dimensions. Drawing on the Technology Acceptance Model (TAM) and Diffusion of Innovations Theory, the study proposes a comprehensive conceptual framework encompassing perceived usefulness, perceived ease of use, trust, perceived risk, electronic service quality, and digital marketing activities embedded within online banking platforms. Data were collected through a structured questionnaire administered to customers of Islamic banks in Jordan and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings indicate that perceived usefulness, trust, electronic service quality, and digital marketing practices significantly and positively influence customers’ intention to adopt Islamic online banking services. Conversely, perceived risk exerts a negative effect on adoption intention, while perceived ease of use indirectly affects adoption through perceived usefulness. Importantly, the results demonstrate that Islamic online banking services function as an effective digital marketing mechanism by enhancing customer awareness, facilitating interactive communication, strengthening brand credibility, and reinforcing Shariah-compliant value propositions. Through user-friendly platforms, personalized digital content, and secure online interactions, Islamic banks can attract potential customers, deepen relationships with existing clients, and differentiate their offerings in a competitive digital environment. This study contributes to the literature by extending Islamic banking adoption research through positioning online banking services as an integral component of digital marketing strategy. Practically, the findings offer valuable implications for Islamic bank managers and policymakers to design customer-centric, Shariah-compliant digital marketing initiatives that support the sustainable growth and adoption of Islamic online banking services.
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