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Drivers of Social Media Content Marketing in the Banking Sector: A Literature Review

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  • Aastha Sawhney

    (Amity Business School, Amity University, Noida, India)

  • Vandana Ahuja

    (Amity Business School, Amity University, Noida, India)

Abstract

Due to technological advancement, the economy is shifting from market-driven stature to a network-oriented economy, and social media has captured prime IT trends of the technology world. The banking sector has also been trapped in the digital wave, and the banks are compelled to focus and redefine their digitalisation processes as they witness a rapid change in consumer behaviour and buying habits. Digital marketing and other social media platforms have enabled banks to become an influential tool in not only acquiring the target prospects but also for facilitating their businesses. Content marketing is a crucial ingredient to the overall digital marketing strategy to measure the effectiveness and success of an organization's online communication. Apart from the quality of the content, marketers should be conscious and must introspect their respective target audiences while delivering and promoting the content. This research paper is based on an extensive literature review that outlines the concept of social media content marketing while highlighting the various benefits it offers to the banking sector, thereby defining multiple digital media content marketing strategies that enable banks to accomplish their objectives.

Suggested Citation

  • Aastha Sawhney & Vandana Ahuja, 2021. "Drivers of Social Media Content Marketing in the Banking Sector: A Literature Review," International Journal of Service Science, Management, Engineering, and Technology (IJSSMET), IGI Global, vol. 12(3), pages 54-72, May.
    • Handle: RePEc:igg:jssmet:v:12:y:2021:i:3:p:54-72
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    Cited by:

    1. Ekaterina A. Potapova & Maxim O. Iskoskov & Natalia V. Mukhanova, 2022. "The Impact of Digitalization on Performance Indicators of Russian Commercial Banks in 2021," JRFM, MDPI, vol. 15(10), pages 1-20, October.

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