Abstract
While research has underscored the benefits of social media marketing (SMM), organisations including commercial banks still fail to justify their continued investment in SMM, mainly because the full impact (of SMM) on customer behaviour remains unclear or largely researched. Thus, the aim of this paper was conduct an extensive literature review to develop a conceptual model to depict the proposed impact of social media marketing on commercial bank customers’ behaviour from a Social Exchange Theory (SET) perspective. Through an extensive review and synthesis of the literature on SMM, the researchers were able to theoretically postulate and propose the (possible) influence of the SET determinants inherent in SMM on commercial bank customers’ satisfaction, loyalty and their repurchase intentions. It is recommended that bank managers and marketers take cognizance of these (possible) proposed relationships, more specifically, the influence of the SET determinants inherent in SMM on bank customers’ behaviour. Furthermore, there is need to empirically evaluate the proposed conceptual model using data from a sample of bank customers and inferential statistics analytical techniques.
Highlights
The term social media (SM) has drawn remarkable attention amongst marketers and, in the process, has created excitement, confusion and debate as to how it should be conceptualized in research (Gruner and Power, 2017)
According to Gallup (2014, cited in Ahmed, 2017:2) “Globally, more than 50% of social media users follow brands on social media and 29% follow trends and find product reviews and information, and 20% comment on what’s hot or new or to review products, while in Malaysia social media penetration is 64%, which is considered one of the highest in Asia Pacific region – second only to Singapore”. This growth trajectory is echoed by reports which state that 2.46 billion people, who are a third of the global population, use social media network sites once in a month
It may be noted that through all these theories, it is possible to gain insight into bank customers’ behaviour in relation to how SMM can be managed, since it is acknowledged that “customers do respond in a rational manner but may be greatly influenced by such intangible, cognitive and emotive” Social Exchange Theory (SET) factors as trust, perceived benefits, commitment, sociability and levels of social interaction inherent in SMM (Park et al, 2014:68). It is against the above discussions, the researchers have proposed a conceptual model to better understand the impact of social media marketing on the behaviour of commercial bank customers
Summary
The term SM has drawn remarkable attention amongst marketers and, in the process, has created excitement, confusion and debate as to how it should be conceptualized in research (Gruner and Power, 2017). The preceding decade has witnessed marked developments and an increase in the popularity of social media (SM) among both organisations and consumers, all of which has impacted various business processes, especially the marketing landscape (Cesaron and Consoli, 2015). This view is supported by Karikari, Osei-Frimpong and Owusu-Frimpong (2017) who acknowledge that SM has created complex and intricate social interactions worldwide, which have allowed online SM users to create online communities. It is against the above background that this paper explores (conceptually), the impact of SM on commercial banks
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: Turkish Journal of Computer and Mathematics Education (TURCOMAT)
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
