Customer Engagement with Social Media Bank Pages with Reference to Facebook
Mani R1, Oveis PM2, Ilankadhir M3, Thiyagarajan S4, Janakiraman S5

1Mani R, Department of Banking Technology, SOM, Pondicherry University, (Pondicherry), India.
2Oveis PM, Department of Banking Technology, SOM, Pondicherry University, (Pondicherry), India.
3Ilankadhir M, Department of Management Studies, Sathyabama Institute of Science & Tech, Chennai (Tamil Nadu), India.
4Thiyagarajan S, Department of International Business, SOM, Pondicherry University, (Pondicherry), India.
5Janakiraman S, Department of Banking Technology, SOM, Pondicherry University, (Pondicherry), India.
Manuscript received on 17 October 2019 | Revised Manuscript received on 25 October 2019 | Manuscript Published on 02 November 2019 | PP: 3089-3095 | Volume-8 Issue-2S11 September 2019 | Retrieval Number: B14020982S1119/2019©BEIESP | DOI: 10.35940/ijrte.B1402.0982S1119
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Abstract: Indian banking sector is going through a massive transformation day by day with the advancement of Information and communication Technology and impact of digitization in the banking industry. After the core banking system, banks have moved further to reap the benefits of internet and mobile banking. In order to engage more customers anywhere and anytime without visiting the brick and mortar branches, the banks have now introduced the social media banking. Most of the people are already active in different social media platforms, so banks have grabbed that opportunity to reach people easily and provide services through social media. This paper has made an attempt to analyze the engagement of social media customers in different banks including public and private sector with reference to facebook bank page. The results show that most of the banks have presence on popular social media platforms. With respect to the engagement of customer to all facebook posts during the study period, public sector banks are posting more on their respective facebook page but the customers’ likes as well as dislikes are more for SBI, ICICI and AXIS. In case of shares and comments, SBI and PNB have more and are increasing continuously as these two banks post more on their respective facebook pages. But with respect to customer engagement per facebook post during the study period, customers are engaged more with private sector banks. And it can be said that regarding overall customer engagement people are more engaged with private sector over public sector banks.
Keywords: Social Media, Customer Engagement, Facebook, Digital Banking, Social Media Banking.
Scope of the Article: Social Networks