Advanced International Journal for Research (AIJFR)
E-ISSN: 3048-7641 ● Website: www.aijfr.com ● Email: [email protected]
Impact of Social Media Marketing On Customer
Engagement
Raj Londhe1, Dr. M. S. Suganthiya2, Prof. (Dr.) Bhawana Sharma3
1
BBA 3rd Year (General), Amity Business School, Amity University Mumbai
2
Assistant Professor, Amity Business School, Amity University Mumbai
3
Director-International Affairs & Programs, Officiating HOI,
Amity Business School, Amity University Mumbai
Abstract
This research seeks to examine the impact of social media marketing on banking customers, highlighting
how sites like Facebook, Instagram, and YouTube influence awareness, involvement, and decision-making
within the banking sector. The study emphasizes the significance of digital
marketing strategies in improving financial services and promoting more effective communication
among financial institutions and their customers. The research was conducted at Krantibhumi Multiple
Urban Nidhi Ltd., Chiplun, employing surveys and inspections. Findings show that while traditional
marketing remains significant, social media has become an essential tool for improving customer
relationships and increasing brand consciousness. Still, many banks are in the early stages of effectively
executing these platforms. The study reveals that integrating social media marketing into a holistic
business method can help banks attract younger customers, improve transparency, and strengthen
economic understanding among the community
Keywords: Social Media, Online Marketing Banking Sector, Customer Engagement, Promotional
Strategy.
1. Introduction
1.1 Context of the Research
The rise of social media has transformed how businesses interact with their customers. Platforms such as
Facebook, Instagram, Twitter, and YouTube enable organizations to engage with individuals quickly and
affordably. In the banking industry, social media marketing has emerged as a creative strategy to enhance
customer interaction and advertise financial services.
Krantibhumi Multiple Urban Nidhi Ltd., based in Chiplun, Maharashtra, is an emerging financial entity
that offers banking and lending services to its surrounding community. This research examines the ways
in which the bank utilizes social media to enhance customer awareness and draw in prospective clients.
1.2 Purpose of the Research
Banking clients nowadays are more connected digitally than at any other time. The majority of people
favor online interactions and look for information regarding financial products via social media platforms.
AIJFR25062168 Volume 6, Issue 6 (November-December 2025) 1
Advanced International Journal for Research (AIJFR)
E-ISSN: 3048-7641 ● Website: www.aijfr.com ● Email:
[email protected]Analyzing the effects of social media marketing aids in grasping how successfully banks connect with
their audience and how it shapes customer opinions and choices.
1.3 Study Scope
The research examines the clientele of Krantibhumi Multiple Urban Nidhi Ltd. located in the Chiplun
area. It explores how social media enhances awareness, fosters trust, and boosts customer satisfaction,
specifically focusing on marketing strategies on Facebook and Instagram.
1.4 Importance of the Research
The study emphasizes how contemporary marketing strategies can assist cooperative and Nidhi banks in
competing against bigger institutions. It offers perspectives on enhancing communication, marketing
services, and engaging younger audiences via digital channels.
2 PROBLEM STATEMENT
In the current competitive landscape, the success of any bank relies not just on the quality of its offerings
but also on its effectiveness in communicating with clients. The rise of social media marketing has changed
the way companies engage with their audiences, enabling banks to provide updates, advertise new
offerings, and foster brand loyalty instantaneously.
Nevertheless, in spite of the swift expansion of digital platforms, numerous cooperative and Nidhi banks—
such as Krantibhumi Multiple Urban Nidhi Ltd.—remain in the nascent phases of leveraging social media
as a strategic marketing instrument. Their marketing strategies frequently depend largely on conventional
techniques like word-of-mouth and printed content, which restrict their audience and do not connect with
younger, tech-savvy consumers.
The divide between contemporary marketing strategies and conventional outreach techniques has led to
difficulties in customer awareness, involvement, and loyalty. Numerous clients are oblivious to the bank's
existence on social media or the variety of services it provides via digital platforms.
As a result, the organization finds it difficult to compete with bigger banks that effectively use social media
for marketing and managing customer relationships.
The primary issue explored in this research is the insufficient comprehension of how social media
marketing influences customer awareness and actions concerning cooperative banking. The study seeks
to evaluate the impact of platforms such as Facebook, Instagram, and YouTube on customer views of
Krantibhumi Bank, examine the efficiency of its existing marketing initiatives, and pinpoint tactics to
enhance online presence and interaction.
In conclusion, this research aims to address the knowledge gap by assessing the effects of social media
marketing on banking clients and recommending practical steps that Krantibhumi Multiple Urban Nidhi
Ltd. can take to improve its digital marketing effectiveness.
3 OBJECTIVES OF THE STUDY
This research aims to analyze the impact and efficiency of social media marketing on enhancing customer
awareness and involvement in the banking industry.
AIJFR25062168 Volume 6, Issue 6 (November-December 2025) 2
Advanced International Journal for Research (AIJFR)
E-ISSN: 3048-7641 ● Website: www.aijfr.com ● Email:
[email protected]In the current age of digital change, marketing is no longer limited to conventional print or word-of-mouth
methods; instead, it has transformed into a more engaging, technology-oriented, and customer-focused
approach.
This research examines how Krantibhumi Multiple Urban Nidhi Ltd., located in Chiplun, uses social
media platforms like Facebook, Instagram, and YouTube to market its services, engage with clients, and
enhance its brand presence in the local community.
3.1 General Objectives
To evaluate the overall effect of social media marketing on banking clients regarding Krantibhumi
Multiple Urban Nidhi Ltd., and to comprehend how digital interaction affects awareness, trust, and
customer contentment.
3.2 Specific objectives
1. To examine the impact of social media on the promotion of financial products and services
2. To evaluate the level of customer recognition about the bank's existence on social platforms.
3. To identify the factors influencing customer engagement via social media marketing.
4. To analyze the influence of social media marketing on consumer choices.
5. To determine the obstacles encountered by the bank in executing social media marketing
The goals collectively seek to offer a thorough insight into how social media marketing enhances customer
awareness, engagement, and satisfaction within the banking industry. The research will assist Krantibhumi
Multiple Urban Nidhi Ltd. in recognizing its
strengths and weaknesses in digital communication, paving the way for a more efficient marketing strategy
ahead.
4 LITERATURE REVIEW
The literature review establishes a basis for comprehending how social media marketing influences
customer awareness and engagement within the banking industry. It assists in recognizing earlier
discoveries, gaps in research, and the significance of the present study. Numerous academics, researchers,
and organizations have investigated the impact of digital marketing and social media on consumer
behavior, especially in the banking and service sectors.
4.1 Kotler & Keller (2020)
Kotler and Keller, in their work Marketing Management, describe how the marketing environment has
transitioned from conventional advertising to interactive, digital, and relationship-oriented marketing.
They claim that social media sites facilitate interactive communication between businesses and customers,
helping brands to cultivate trust and loyalty. Their framework endorses the notion that financial institutions
can establish stronger ties via online engagement, regular updates, and customer interaction.
4.2 Mangold & Faulds (2019)
Mangold and Faulds characterized social media as a “hybrid marketing system” that combines traditional
word-of-mouth with contemporary technology. They highlighted that social media empowers customers
to affect others with their experiences and reviews. For banks, this indicates that online customer
satisfaction can directly influence brand reputation and the potential to attract new customers.
AIJFR25062168 Volume 6, Issue 6 (November-December 2025) 3
Advanced International Journal for Research (AIJFR)
E-ISSN: 3048-7641 ● Website: www.aijfr.com ● Email:
[email protected]4.3 Singh and Malhotra (2022)
In their research titled “The Role of Social Media in Customer Engagement for Indian Banks,” Singh and
Malhotra discovered that social media has emerged as one of the most powerful instruments for enhancing
customer participation and awareness. They determined that banks that frequently share pertinent content,
answer questions, and utilize visual media see greater customer retention rates than those that depend
exclusively on conventional advertising.
4.4 Mehta and Sharma (2021)
Mehta and Sharma’s study on Digital Marketing in Cooperative Banking indicates that numerous
cooperative banks in India still do not have organized digital marketing strategies. Their results indicate
that constrained resources, insufficient skilled staff, and minimal technological adoption hinder smaller
banks from maximizing social media for marketing purposes. This perspective is especially pertinent to
Krantibhumi Multiple Urban Nidhi Ltd., which encounters comparable difficulties.
4.5 Zeithaml and Bitner (2019)
In their study on Services Marketing, Zeithaml and Bitner emphasize the significance of communication
in influencing customer views. They clarify that regular and clear communication through all marketing
channels fosters customer trust in service-driven organizations such as banks. Their study emphasizes the
importance for banks to utilize social media not just for promotion but also for managing relationships
and providing customer support.
4.6 Reserve Bank of India Publication (2023)
The Trends and Progress of Banking in India report by the RBI recognizes that digital outreach and
financial education initiatives via social media have played a crucial role in enhancing banking access in
rural and semi-urban regions. The report indicates that smaller financial institutions can enhance customer
awareness by utilizing straightforward, attractive, and informative digital content.
5 METHODOLOGY
Research methodology forms the basis of any study, as it details the approach used for gathering,
analyzing, and interpreting data to reach significant conclusions.
The current research, named “Influence of Social Media Marketing on Banking Clients: A Case Study of
Krantibhumi Multiple Urban Nidhi Ltd., Chiplun,” relies on primary and secondary data sources.
The approach taken is descriptive, aiming to comprehend customer perception, awareness, and levels of
engagement related to the bank’s social media efforts.
5.1 Research Methodology
The research adopts a descriptive and analytical approach.
A descriptive design aids in identifying and detailing the trends of customer awareness and behavior
concerning social media marketing.
Analytical factors are utilized to analyze connections between marketing efforts and customer reactions,
offering a more profound insight into the bank’s digital communication tactics.
This blend of methods guarantees that the research stays applicable, evidence-driven, and pertinent to
actual marketing issues.
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Advanced International Journal for Research (AIJFR)
E-ISSN: 3048-7641 ● Website: www.aijfr.com ● Email:
[email protected]5.2 Field of Research
The study took place in Chiplun, Maharashtra, where Krantibhumi Multiple Urban Nidhi Ltd. functions
as a community finance organization.
The research centers on the bank’s clientele and nearby inhabitants who are either current clients or
prospective customers influenced by its social media initiatives.
5.3 Demographics and Sample Selection
The overall population consists of all clients and social media followers of Krantibhumi Bank.
Owing to constraints on time and resources, a sample of 50 participants was chosen through the
convenience sampling technique.
This approach was selected because it enables data gathering from readily accessible respondents,
especially those visiting the branch or interacting online with the bank’s social media platforms.
The sample consists of a combination of:
Current clients of Krantibhumi Bank
Prospective clients from the Chiplun area
Users of social media who have engaged with the bank's digital promotions
6 ANALYSIS AND INTERPRETATION OF DATA
Data analysis is a vital aspect of any research project, as it converts raw data into valuable insights.
The information gathered from 56 participants via structured questionnaires has been meticulously
examined to comprehend the influence of social media marketing on banking clients.
Basic statistical tools like percentages and bar graphs are employed for enhanced clarity and presentation
Figure 1 Age Group
Interpretation:
Most respondents (75%) fall within the 18–25 years age range, indicating that young adults are the
primary users of social media and are more impacted by digital marketing within banking.
AIJFR25062168 Volume 6, Issue 6 (November-December 2025) 5
Advanced International Journal for Research (AIJFR)
E-ISSN: 3048-7641 ● Website: www.aijfr.com ● Email:
[email protected] Figure 2 Gender
Interpretation:
Most respondents are male (60.7%), with females at 32.1%, suggesting that both genders actively utilize
social media, though male users show a slightly higher level of engagement with banking content.
Figure 3 occupation
Interpretation:
Most respondents are students (53.6%), with working professionals making up 19.6%, indicating
significant involvement from the youth
AIJFR25062168 Volume 6, Issue 6 (November-December 2025) 6
Advanced International Journal for Research (AIJFR)
E-ISSN: 3048-7641 ● Website: www.aijfr.com ● Email:
[email protected] Figure 4 services
Interpretation:
A significant 76.8% of respondents utilize banking services, reflecting strong financial awareness and
involvement
Figure 5 Social media
Interpretation:
Instagram is social media platform are most uses
AIJFR25062168 Volume 6, Issue 6 (November-December 2025) 7
Advanced International Journal for Research (AIJFR)
E-ISSN: 3048-7641 ● Website: www.aijfr.com ● Email:
[email protected] Figure 6 Use of social media
Interpretation:
Daily in most use social media
Figure 7 Bank pages or accounts
Interpretation:
A significant portion of the cohort (56.4%) is actively interacting with social channels owned by banks,
indicating strong digital engagement.
AIJFR25062168 Volume 6, Issue 6 (November-December 2025) 8
Advanced International Journal for Research (AIJFR)
E-ISSN: 3048-7641 ● Website: www.aijfr.com ● Email:
[email protected] Figure 8 Offers
Interpretation:
Most participants (58.9%) obtain information from friends and family, emphasizing word-of-mouth as
the primary communication influence
Figure 9 Advertisements or offers
Interpretation:
More than half of the participants (53.6%) experience bank promotions occasionally, suggesting
consistent yet unobtrusive campaign awareness.
AIJFR25062168 Volume 6, Issue 6 (November-December 2025) 9
Advanced International Journal for Research (AIJFR)
E-ISSN: 3048-7641 ● Website: www.aijfr.com ● Email:
[email protected] Figure 10 Bank most like social media
Interpretation:
Viewers exhibit a combined interest in promotions/discounts and the introduction of new products (both
32.7%), emphasizing the need for value-focused content.
Figure 11 understand bank services
Interpretation:
A notable portion (52.7%) indicates no improvement, highlighting a distinct discrepancy in content
comprehension and educational effectiveness.
AIJFR25062168 Volume 6, Issue 6 (November-December 2025) 10
Advanced International Journal for Research (AIJFR)
E-ISSN: 3048-7641 ● Website: www.aijfr.com ● Email:
[email protected] Figure 12 Account an taken service
Interpretation:
A large portion (57.1%) has not transitioned, indicating a weak response to the call-to-action.
Figure 13 trust
Interpretation:
Neutral sentiment prevails (39.3%), indicating a careful yet receptive consumer trust attitude.
AIJFR25062168 Volume 6, Issue 6 (November-December 2025) 11
Advanced International Journal for Research (AIJFR)
E-ISSN: 3048-7641 ● Website: www.aijfr.com ● Email:
[email protected] Figure 14 Posts effect
Interpretation:
Most participants (53.6%) acknowledge minimal impact, suggesting that social content functions as a
gentle persuasion mechanism.
Figure 15 Connect customers
Interpretation:
Most (57.1%) respond with “Maybe,” indicating possible yet unexploited strategic opportunities for
enhanced digital interaction.
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Advanced International Journal for Research (AIJFR)
E-ISSN: 3048-7641 ● Website: www.aijfr.com ● Email:
[email protected]7.Findings of study
The research named “Effect of Social Media Marketing on Banking Clients concerning Krantibhumi
Multiple Urban Nidhi Ltd., Chiplun” uncovers various significant findings. The study revealed that most
participants (75%) are in the 18–25 age bracket, indicating that young adults are the most engaged and
interactive audience on social media platforms. Most respondents were male (60.7%), with 32.1% being
female, suggesting that both genders are involved, though men interact a bit more with digital banking
materials.
Approximately 64% of participants recognized the bank's existence on social media, whereas 36% did not,
indicating that the bank enjoys moderate visibility but requires broader promotion. Facebook and
Instagram were the most favored platforms, indicating that engaging visual and interactive content draws
more participation. Participants favored informational content rather than promotional ads, indicating that
valuable and educational material fosters greater trust.
Additionally, approximately 76% of clients concurred that social media affects their banking choices,
demonstrating that digital marketing significantly impacts awareness and service adoption. Nonetheless,
the research identified obstacles such as inconsistent posting, insufficient technical knowledge, and
restricted advertising funds, which impact continuity and audience reach.
In conclusion, the results indicate that social media marketing positively influences banking clients,
particularly younger users. Krantibhumi Multiple Urban Nidhi Ltd. can enhance its online visibility by
posting consistently, creating engaging content, and implementing customer-centered communication
tactics
8. RECOMMENDETION AND CONLUSION
8.1 RECOMMENDETIONS
According to the results of the research, the subsequent suggestions are proposed to enhance the social
media marketing approaches of Krantibhumi Multiple Urban Nidhi Ltd., Chiplun:
Share Consistently:
The bank needs to uphold a regular posting routine on Facebook and Instagram to keep customers
notified and involved.
Distribute Educational Material:
Concentrate on informative and helpful content like saving advice, product information, and brief
awareness clips instead of merely promotional material.
Create a Compact Marketing Group:
A skilled team or intern group ought to manage online promotions, address inquiries, and organize
campaigns more efficiently.
Utilize Sponsored Advertising:
Allocate funds for small paid ads to expand your reach and draw in new customers by utilizing
targeted social media advertising.
AIJFR25062168 Volume 6, Issue 6 (November-December 2025) 13
Advanced International Journal for Research (AIJFR)
E-ISSN: 3048-7641 ● Website: www.aijfr.com ● Email:
[email protected] Promote Customer Engagement:
Engage with customer remarks, carry out surveys, and gather input to foster stronger connections
and confidence
Encourage Community Narratives:
Showcase local customer achievements and distribute content in the regional language to enhance
the relatability of campaigns.
8.2 CONCLUSION
The current research named “Impact of Social Media Marketing on Banking Customers concerning
Krantibhumi Multiple Urban Nidhi Ltd., Chiplun” finds that social media marketing has emerged as a
vital and powerful instrument in the contemporary banking industry. The research results distinctly show
that platforms like Facebook, Instagram, and YouTube are crucial for raising awareness, enhancing
customer interaction, and shaping banking choices, especially for younger individuals. The research
emphasizes that engaging and educational content draws the greatest attention from consumers, aiding
banks in fostering trust and enduring relationships. Most participants engage with social media daily,
highlighting significant chance for financial institutions to interact with customers more efficiently via
regular and innovative online marketing efforts.
References
1. Kotler, P., & Keller, K. L. (2020). Marketing Management (15th Edition). Pearson Learning.
(Employed for ideas related to marketing techniques and online marketing.)
2. Zeithaml, V., Bitner, M., & Gremler, D. (2019). Services Marketing: Unifying Customer
Orientation Throughout the Company. McGraw Hill.
(Employed for comprehending customer actions and marketing services.)
3. Mangold, W. G., & Faulds, D. J. (2019). “Social Media: The Contemporary Hybrid Component of
the Promotion Mix.” Commercial Perspectives.
(Employed for theoretical foundation regarding social media as a promotional instrument.)
4. Singh, R., & Malhotra, A. (2022). “Importance of Social Media in Engaging Customers in Indian
Banks.” Global Journal of Marketing Research.
(Employed in the context of Indian banking and research on engagement.)
5. Mehta, S., & Sharma, P. (2021). "Online Promotion in Cooperative and Nidhi Banks." Finance and
Innovation Journal.
(Employed for insights into cooperative banking.)
6. Reserve Bank of India (2023). Trends and Developments in Indian Banking. RBI Yearly Report.
(Utilized for data on the growth of digital banking in India.)
7. Statista (2024). “Count of Social Media Users in India.” Statista Research Team.
(Employed for statistics on social media usage.)
8. Krantibhumi Diverse Urban Nidhi Ltd. (2025). Yearly Report and Pamphlet.
(Employed for organizational specifics and promotional strategies.)
9. Google Forms Questionnaire (2025). “Consumer Views on Social Media Advertising.”
(Principal data source utilized in evaluation.)
10. Chiplun Financial Sector Analysis (2024). Review of Local Financial Institutions in Maharashtra.
AIJFR25062168 Volume 6, Issue 6 (November-December 2025) 14
Advanced International Journal for Research (AIJFR)
E-ISSN: 3048-7641 ● Website: www.aijfr.com ● Email:
[email protected] (Employed for grasping the regional banking landscape.)
11. Kapoor, K., & Dwivedi, Y. (2020). "Efficiency of Social Media Ads in the Banking Sector." Journal
of Research in Digital Marketing.
(Employed for understanding the effects of social media advertising.)
12. YouTube and Meta Business Support Center (2024). Recommendations for tools used in
advertising on social media.
(Employed for grasping digital instruments and marketing functions.)
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