The strategic use of social media

The impact of social media on communication has been profound, providing businesses with unparalleled opportunities to engage with their customers. This research delves into the strategic utilization of social media by banks, with a specific focus on the Indian market. By conducting a thorough analysis of existing literature, it investigates the advantages and obstacles of social media marketing in general, honing in on its application within the global banking sector. The study further explores successful case studies of international banks harnessing social media, shedding light on the sector-specific opportunities and challenges. Shifting the lens to India, the study examines the distinctive social media landscape within the country, encompassing demographics, usage patterns, and the regulatory framework governing social media in Indian banking. It also evaluates current literature on how Indian banks can employ social media strategies to bolster brand recognition, foster customer engagement, and drive financial literacy initiatives.