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

In: Achieving $5 Trillion Economy of India

Author

Listed:
  • 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)

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.

Suggested Citation

  • Arti Chandani & Rajiv Divekar & B. Neeraja & Mita Mehta & Rizwana Atiq, 2022. "A Study to Analyze Use of Social Media by Private and Public Sector Banks in India," Springer Proceedings in Business and Economics, in: Arti Chandani & Rajiv Divekar & J. K. Nayak (ed.), Achieving $5 Trillion Economy of India, pages 135-152, Springer.
    • Handle: RePEc:spr:prbchp:978-981-16-7818-9_8
    DOI: 10.1007/978-981-16-7818-9_8
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