Effectiveness of Bank’s Social Media Content in Fostering Employee Engagement at Zambia National Commercial Bank

Olly Moonga and Basil Hamusokwe
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Olly Moonga: Graduate School of Business, University of Zambia
Basil Hamusokwe: Graduate School of Business, University of Zambia

African Journal of Commercial Studies, 2026, vol. 7, issue 2

Abstract: This study investigated the effectiveness of social media in fostering employee engagement within the banking sector, focusing on Zambia National Commercial Bank (ZANACO). Guided by Social Exchange Theory (SET) and Media Richness Theory (MRT), the research adopted a convergent parallel mixed-methods approach. Data were collected from 120 employees across various management levels, with quantitative data obtained through structured questionnaires administered to 100 staff members and qualitative insights gathered from in-depth interviews with 20 participants. Quantitative findings indicate that a majority of respondents perceived the bank’s social media content as effective in promoting employee engagement, while a smaller proportion expressed dissatisfaction or neutrality. Qualitative findings revealed that social media platforms enhance employees’ sense of belonging, recognition, and information sharing. However, the effectiveness of these platforms is constrained by top-down communication approaches, repetitive content, and limited interactivity. The study concludes that social media can be an effective tool for enhancing employee engagement when supported by participatory and inclusive communication strategies. It recommends that banking institutions adopt dialogue-oriented approaches, diversify content formats, incorporate interactive features, and maintain consistent communication schedules to strengthen engagement, foster organizational identity, and improve internal communication outcomes.

Keywords: Social Media; Employee Engagement; Internal Communication; Digital Platforms; Participatory Communication; Inclusivity (search for similar items in EconPapers)
JEL-codes: D83 M12 M15 (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:cwk:ajocsk:2026-36

DOI: 10.59413/ajocs/v7.i2.18

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