USERS’ ENGAGEMENT IN BANKING ACTIVITIES ON SOCIAL MEDIA: A STUDY WITH REFERENCE TO FACEBOOK

USERS’ ENGAGEMENT IN BANKING ACTIVITIES ON SOCIAL MEDIA: A STUDY WITH REFERENCE TO FACEBOOK

This study was conducted to assess the users’ (customers’) engagement in Indian commercial banks on social media through customer reactions (likes, comments and shares) to the banking activities (banks’ Facebook page posts) on Facebook. The data was collected through Facebook for a period of five a...

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Bibliographic Details
Main Authors: R. Mani, S. Thiyagarajan, N. Azhaguraja, S. Janakiraman
Format: Article
Language:English
Published: Nicolaus Copernicus University in Toruń 2022-12-01
Series:Copernican Journal of Finance & Accounting
Subjects:
social media
commercial banks in India
ICT
Facebook
customer engagement
Online Access:https://apcz.umk.pl/CJFA/article/view/41546

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