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.