Presence of banking in social media: Indian evidence
by Pooja Malhotra; Balwinder Singh
International Journal of Business Forecasting and Marketing Intelligence (IJBFMI), Vol. 2, No. 2, 2016

Abstract: The paper presents the current status of use of social networking sites particularly Facebook by the public and private sector banks in India. The data for this study is based upon a survey of Facebook pages of 47 banks explored during the period of February-March 2015. The paper is based on an instrument called Facebook Assessment Index (FAI) developed by Miranda et al. (2013), which uses three categories to evaluate the essential information on a firm's Facebook page: popularity, interactivity and content. The results found that only 48.9% of the banks observed had their official Facebook page. Amongst, the three measures of FAI, new private sector banks (ICICI Bank and Axis Bank) performed well as compared to other banks. In general, the banks were not fully harnessing the utility of Facebook and a great opportunity exists for the banks for improvement in their usage of Facebook.

Online publication date: Thu, 04-Aug-2016

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