The factors influencing applying social media for marketing

Abstract

The adoption and use of social media for marketing by South African banks encounter challenges primarily because the influencing factors are not known, empirically. This study aims to examine the factors influencing the use of social media for marketing in a South African bank. Qualitative methods were employed, involving the case study approach and semi-structured interviews. A South African bank was selected using a set of criteria. The findings reveal several critical factors, including Awareness, Interactive, Operationalisation, Governance, and Security. The influencing factors have significant implications for both the bank and its employees, in improving the efficiency and effectiveness of marketing using social media. However, the implementation of such a system would require addressing challenges related to a framework.