Title: Use of social media by selected Indian private sector banks

Authors: Arti Chandani; Rajiv Divekar; Shilpi Kaushik; Mita Mehta; B. Neeraja; Sanchari Debgupta

Addresses: Symbiosis Institute of Management Studies, Symbiosis International (Deemed University), Range Hills Road, Khadki, Pune, 411020, Maharashtra, India ' Symbiosis Institute of Management Studies, Symbiosis International (Deemed University), Range Hills Road, Khadki, Pune, 411020, Maharashtra, India ' Ernst and Young GDS, Building 1B, 6th Floor, Unitech Infospace, Sector 21, Gurugram, Haryana, 122001, India ' Symbiosis Institute of Management Studies, Symbiosis International (Deemed University), Range Hills Road, Khadki, Pune, 411020, Maharashtra, India ' Faculty of Management Studies, Dr. MGR Educational and Research Institute University, Madurvoyal, Chennai, 600095, Tamilnadu, India ' Symbiosis Institute of Management Studies, Symbiosis International (Deemed University), Range Hills Road, Khadki, Pune, 411020, Maharashtra, India

Abstract: We are living in a digital world where everything is planned to be digitised leading to an increased use of social media and information technology in our daily lives. Businesses today need to reach out to their customer in a cost efficient manner, while improving efficiency. This is where social media comes into play by helping them gather information and reach out to wide spread customers effectively and efficiently. Presently, banks have also joined the bandwagon of social media simply because of the presence of huge number of users of social media. The present study explores different social media platforms used by the Indian private sector banks with an objective to stay connected with their customers. Ten top private sector banks constitute the sample of the study and Facebook, Twitter, LinkedIn, YouTube are the social media platforms which are being studied. Findings show that Facebook has more extensive usage by banks followed by Twitter, whereas YouTube and LinkedIn have lesser usage.

Keywords: social media; digitisation; private sector banks; Facebook; LinkedIn; Twitter; YouTube.

DOI: 10.1504/IJPSPM.2021.117722

International Journal of Public Sector Performance Management, 2021 Vol.8 No.1/2, pp.205 - 218

Received: 23 Sep 2019
Accepted: 04 Mar 2020
Published online: 22 Sep 2021 *

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