Understanding Customer Awareness and effectiveness of Social Media Marketing in Banks

Abstract

This empirical study investigates the effectiveness of social media marketing (SMM) in enhancing customer awareness, engagement, and loyalty within the Indian banking sector. Drawing on data from 110 respondents collected through a structured questionnaire, the research examines three core hypotheses linking social media marketing with customer engagement (H1) and awareness with perceived effectiveness (H2). Statistical analysis revealed significant positive correlations, affirming that effective social media strategies directly influence how customers perceive, interact with, and remain loyal to their banks. The findings highlight that younger, urban, and digitally literate customers are more responsive to SMM efforts, suggesting the need for segmented, data-driven communication. The study contributes both theoretically by validating relationship marketing and digital engagement frameworks and practically, by offering banks actionable strategies for improving their digital presence. It recommends personalized content, real-time engagement, and stronger privacy assurance to maximize SMM impact. The paper concludes with suggestions for future research, including the integration of AI-driven marketing tools and cross-generational behavior analysis to further enhance strategic decision-making in digital banking.