Social Media Marketing and Business Growth of Commercial Banks in Kenya
Abstract
This study investigated the effects of social media marketing on business growth at
Commercial Banks in Kenya. To achieve this objective of the study, a descriptive study
technique was used.
The target population included the workers in 43 commercial banks. The study used primary
data, which was collected using a semi-structured questionnaire. Data was analysed using
descriptive statistics. The study established that a statistically significant relationship
between business growth of commercial banks, the dependent variable and use of social
media marketing independent variables. It further revealed that taking all other independent
variables at zero, a 1% increase in use social media marketing leads to improved business
growth of commercial banks.
Finally, the study established that better customer service, lower cost of customer service,
Improved efficiency of business operations and Supporting product development and
Modification include some of the benefits of using social media marketing in commercial
banks.
The study therefore recommended that commercial banks should benchmark to borrow best
practices, systems and techniques regarding customer relationship management to cut cost
and improve on other capabilities, for instance, automatic responses to customer queries
through social media. It also recommended further studies to be done on social media
marketing and business growth of commercial banks.
Publisher
University of Nairobi
Rights
Attribution-NonCommercial-NoDerivs 3.0 United StatesUsage Rights
http://creativecommons.org/licenses/by-nc-nd/3.0/us/Collections
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