Czasopismo
Tytuł artykułu
Warianty tytułu
Języki publikacji
Abstrakty
This study was conducted to assess the users' (customers') engagement in Indian commercial banks on social media through customer reactions (likes, comments and shares) to the banking activities (banks' Facebook page posts) on Facebook. The data was collected through Facebook for a period of five and half years (June 2016 to December 2021). This paper also found the presence of Indian commercial banks on various social media platforms. The results show that most of the commercial banks are present in popular social media platforms and all the banks are present on Facebook as well. With respect to users' engagement in social media, private sector banks have more engaged users, especially in ICICI bank in comparison to public sector banks even though there are more public sector banks' activities(original abstract)
Czasopismo
Rocznik
Tom
Numer
Strony
27--48
Opis fizyczny
Twórcy
autor
- Pondicherry University
autor
- Pondicherry University
autor
- Pondicherry University
autor
- Pondicherry University
Bibliografia
- Afolabi, I.T. Ezenwoke, A.A., & Ayo, C.K. (2017). Competitive analysis of social media data in the banking industry. International Journal of Internet Marketing and Advertising, 11, 183-201. http://dx.doi.org/10.1504/IJIMA.2017.10006719.
- Babu, P.B., & Babu, CH. (2018). Role and impact of social media on banking industry. International Journal of Commerce and Management Research, 4, 56-61.
- Circles (2010). Durning Emotion into Engagement: Utilizing the power of emotion to connect customers to your brand, http://docplayer.net/9664098-Turning-emotioninto-engagement-utilizing-the-power-of-emotion-to-connect-customers-to-yourbrand.html.
- Gummerus, J., Liljander, V., Weman, E., & Pihlström, M. (2012). Consumer engagement in a Facebook brand community. Management Research Review, 35(9), 857-877. http:// dx.doi.org/10.1108/01409171211256578.
- Jackowicz, K., Kozłowski, Ł., Kuchciak, I., & Marcinkowska, M. (2020). Local banks in social media: determinants and consequences. Economic Research, 33, 3356-3384. http://dx.doi.org/10.1080/1331677X.2020.1773892.
- Jaser, J. (2010). The case against social media in banking. New Jersey Banker, December 2010, 26-31.
- Johnson, G.P. (2010). The New Rules of Engagement: CMOs Rethink Their Marketing Mix. Forbes, https://www.forbes.com/forbesinsights/engagement/index.html.
- Kaplan, A.M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59-68. http://dx.doi. org/10.1016/j.bushor.2009.09.003.
- Naeem, M., & Ozuem, W. (2021). The role of social media in internet banking transition during COVID-19 pandemic: Using multiple methods and sources in qualita tive research. Journal of Retailing and Consumer Services, 60, 102483, http://dx.doi. org/10.1016/j.jretconser.2021.102483.
- Neff, J. (2007). OMD proves the power of engagement. Advertising Age, 78(27).
- Nelson, S. (2018). 7 reasons why social media marketing is important for your business, https://www.digitaldoughnut.com/articles/2018/february/7-reasons-why-socialmedia-marketing-is-important.
- Polasik, M. (2013). The use of electronic distribution channels of banking services in Poland. Copernican Journal of Finance & Accounting, 2(1), 139-152. http://dx.doi. org/10.12775/CJFA.2013.010.
- Pyka, A., & Blach, J. (2014). Business-to-Business platforms as a part of e-commerce - possibilities of practical use by polish enterprises. Copernican Journal of Finance & Accounting, 3(2), 137-149. http://dx.doi.org/10.12775/CJFA.2014.023.
- Scarborough, M. (2010). Proceed with caution. US Banker, 120(8), 24.
- Schultz, D., & Peltier, J. (2013). Social media's slippery slope: challenges, opportunities and future research directions. Journal of Research in Interactive Marketing, 7(2), 86-99. http://dx.doi.org/10.1108/JRIM-12-2012-0054.
- Sedley, R. (2006). Annual Online User/Customer Engagement Survey 2006, https:// www.thecodingforums.com/threads/annual-online-user-customer-engagement-survey-2006.391514/.
- Singh, R. (2019). 9 Ways to Boost Customer Engagement for your Restaurant, https:// www.mkonnekt.com/blog/resources/9-ways-to-boost-customer-engagement-foryour-restaurant/.
- Smith, K. (2019). The Importance of Social Media in Business, https://www.lyfemarketing.com/blog/importance-social-media-business.
- Song, Q., Wang, Y., Chen, Y., Benitez, J., & Hu, J. (2019). Impact of the usage of social media in the workplace on team and employee performance. Information & Management, 56(8), 103160. http://dx.doi.org/10.1016/j.im.2019.04.003.
- Stone, M. (2009). Staying customer-focused and trusted: Web 2.0 and Customer 2.0 in financial services. Database Marketing & Customer Strategy Management, 16(2), 101-131. http://dx.doi.org/10.1057/dbm.2009.13.
- Veenswyk, M. (2013). Leveraging Social Media In the Banking Industry, http://www. smcapture.com/documents/SMC4 - Banking Social Media Overview.pdf.
- Vivek, S.D., Beatty, S.E., & Morgan, R.M. (2012). Customer engagement: exploring customer relationships beyond purchase. Journal of Marketing Theory and Practice, 20(2), 127-145. http://dx.doi.org/10.2753/MTP1069-6679200201.
- Voyles, B. (2007). Beyond loyalty Meeting the challenge of customer engagement, http://graphics.eiu.com/files/ad_pdfs/eiu_AdobeEngagementPt_I_wp.pdf
Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
bwmeta1.element.ekon-element-000171658144