The Effect of Social Media Banking on Customer Engagement: A Case Study of Zenith Bank, Ebonyi State
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Background of the Study
Social media banking represents an innovative approach to enhancing customer engagement by leveraging digital communication platforms. Zenith Bank in Ebonyi State has embraced social media channels such as Facebook, Twitter, and Instagram to interact with customers, provide timely updates, and promote financial products (Eze, 2023). This digital strategy not only increases the bank’s visibility but also fosters a two-way communication channel, enabling real-time interaction and personalized customer service. The integration of social media into banking operations is transforming traditional customer engagement models by making interactions more dynamic, responsive, and customer-focused (Okafor, 2024).
The utilization of social media banking has the potential to significantly improve customer satisfaction and loyalty, as it facilitates immediate responses to inquiries and complaints while providing a platform for marketing and educational initiatives. However, the rapid pace of digital communication also introduces challenges, including the need for constant content monitoring, management of public relations, and safeguarding customer data. This study investigates how Zenith Bank’s social media banking initiatives affect customer engagement, focusing on the benefits, challenges, and overall impact of these digital interactions on customer behavior (Ike, 2025).
Statement of the Problem
Despite the promising benefits of social media banking, Zenith Bank in Ebonyi State faces several challenges in harnessing these platforms to achieve optimal customer engagement. Inconsistent messaging, delayed response times, and concerns over data privacy have been identified as major issues that undermine the effectiveness of social media initiatives (Eze, 2023). The fast-paced nature of social media requires constant vigilance and adaptation, which can strain the bank’s resources and lead to lapses in service quality. Moreover, managing customer expectations in an open digital forum poses additional risks, including potential negative publicity that can adversely affect customer perception.
These challenges highlight the need for a comprehensive understanding of how social media banking influences customer engagement and what strategies can be adopted to overcome its limitations. This study seeks to identify the factors that impede effective social media engagement and to evaluate the overall impact of these digital strategies on customer loyalty and satisfaction.
Objectives of the Study
- To assess the impact of social media banking on customer engagement at Zenith Bank.
- To identify the challenges affecting customer engagement via social media platforms.
- To recommend strategies for enhancing customer engagement through social media banking.
Research Questions
- How does social media banking influence customer engagement at Zenith Bank?
- What are the primary challenges in using social media for customer engagement?
- What strategies can improve customer engagement on social media platforms?
Research Hypotheses
- Social media banking positively influences customer engagement.
- Inconsistent communication on social media negatively affects customer engagement.
- Effective data management strategies lead to improved customer engagement.
Scope and Limitations of the Study
This study focuses on Zenith Bank’s social media banking initiatives in Ebonyi State. Limitations include rapid changes in social media trends and challenges in quantitatively measuring engagement.
Definitions of Terms
- Social Media Banking: The use of social media platforms to offer banking services and support.
- Customer Engagement: The level of interaction and involvement between the bank and its customers.
- Digital Interaction: Communication conducted through digital channels.
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