A Study to Analyze Use of Social Media by Private and Public Sector Banks in India

Arti Chandani (), Rajiv Divekar (), B. Neeraja (), Mita Mehta () and Rizwana Atiq ()
Additional contact information
Arti Chandani: Symbiosis Institute of Management Studies, Symbiosis International (Deemed University)
Rajiv Divekar: Symbiosis Institute of Management Studies, Symbiosis International (Deemed University)
B. Neeraja: Dr. MGR Educational and Research Institute University
Mita Mehta: Symbiosis Institute of Management Studies, Symbiosis International (Deemed University)
Rizwana Atiq: Integral University

A chapter in Achieving $5 Trillion Economy of India, 2022, pp 135-152 from Springer

Abstract: Abstract The banking system plays an important role in the modern Indian economy. Banking system had undergone a massive change or rather transformation post-1991 when banks have started seeing the face of competition from private and international players all around the world. Social media boon has also impacted banking sector, and use of social media for banking sector is increasing since past few years’. Present research focuses on how Indian Banks are using and can use social media as part of their strategy. This research has four major social media services as scope of the study for Indian Banks. These social media platforms are Facebook, Twitter, LinkedIn, and YouTube. Data for this research was collected through the official Web site of the banks. Kietzmann honeycomb model was used to analyze the collected data in terms of social media platform used by these private and public sector banks. This study focuses on Indian Banks which includes private and public sector banks together. Findings show that private sector banks are comparatively more active as compared to public sector banks. Researchers have shown interesting analysis in the paper which will be useful to Indian Banks.

Keywords: Indian banks; Communication; Social media; Strategy; Public sector banks; Private sector banks (search for similar items in EconPapers)
Date: 2022
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-981-16-7818-9_8

Ordering information: This item can be ordered from
http://www.springer.com/9789811678189

DOI: 10.1007/978-981-16-7818-9_8

Access Statistics for this chapter

More chapters in Springer Proceedings in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().