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Critical factors for market sales promotion on social media in banking sector

Show simple item record Bandara, N Bandara, HMND 2018-08-08T19:37:21Z 2018-08-08T19:37:21Z
dc.description.abstract Banks are adopting social media for market sales promotions as it is popular and enables targeted marketing, direct customer engagement, and multiple forms of engagement at a lower cost. However, the effectiveness of market sales promotions is not clear as they primarily rely on number of likes, sharing, and comments than the actual customer conversions. Moreover, it is unclear what factors to be considered while launching and running a successful market sales promotion campaign. We identify those factors through a case study of twelve market sales promotions from different banks in Sri Lanka. The research was conducted as a qualitative analysis based on the Straussian grounded theory, because this version of grounded theory allows a literature review for theoretical sampling, concept development, and defining properties and dimensions. Data were gathered through a set of interviews and observations. We found that six factors that mainly contribute to a successful market sales promotion campaign, namely the type of the promotion, target audience, timing of campaign, platform for communication, mode of communication, and resources. Moreover, platform rules, regulations, and organizational constraints affect the strength of the relationship between the independent and dependent factors. en_US
dc.language.iso en en_US
dc.subject Banks; Grounded theory; Sales Promotion; Social Media; en_US
dc.title Critical factors for market sales promotion on social media in banking sector en_US
dc.type Conference-Abstract en_US
dc.identifier.faculty Engineering en_US
dc.identifier.department Department of Computer Science and Engineering en_US
dc.identifier.year 2017 en_US
dc.identifier.conference Moratuwa Engineering Research Conference - MERCon 2017 en_US Moratuwa, Sri Lanka en_US en_US en_US

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