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This dissertation was written as a part of the MSc in e-Business and Digital Marketing at the International Hellenic University. Social media have radically changed the way businesses and consumers communicate and thus, social media marketing has received considerable attention from both researchers and managers. This study was conducted to expand the current understanding of the dimensions of Facebook marketing activities and their effectiveness in the delivering of banking services by examining the case of Piraeus Bank on Facebook. The purpose of this research is to examine how Facebook activities correlate with customers’ trusting beliefs towards banks and their intention to purchase. In particular, this study examines five main research questions: Is there any significant correlation between Facebook marketing and trust towards banks? Is there any significant correlation between Facebook marketing and customers’ choice of banking? Which element of Facebook marketing activities has the most positive correlation with trust and purchase intention? Is there any correlation between trust towards banks and choice of banking? Is there any differentiation among genders in trusting beliefs? The results from the correlation analysis provide strong evidence supporting the relationship between: a) Facebook marketing activities and trust, b) Facebook marketing activities and purchase intention, and c) trust and purchase intention. Further, the analysis reveals that the most critical element of Facebook marketing activities was the element of entertainment. Entertaining content was strongly associated with an increase in the trust towards the bank and the purchase intention. With regards to the differentiation of trusting beliefs among genders, female respondents appeared to be more neutral than males, while male respondents were slightly negative towards the bank. The results are discussed in the light of logical justification and compared with the findings of previous studies on social media advertising. Further, several practical and theoretical implications are discussed along with the main limitations restricting this study and the important directions that worth considering by future studies.