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

机译：银行业社交媒体市场销售促进的关键因素

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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.
机译：银行正在采用社交媒体进行市场销售促销活动，因为它很受欢迎，并实现目标营销，直接客户参与，以及以较低的成本为准。但是，市场销售促销的有效性尚不清楚，因为它们主要依赖于喜欢，分享和评论的数量而不是实际的客户转换。此外，目前尚不清楚在推出和运行成功的市场促销活动时要考虑的因素是什么。我们通过斯里兰卡不同银行的十二个市场销售促销来确定这些因素。该研究是基于斯特鲁斯的基础理论的定性分析，因为这一版本的接地理论允许理论采样，概念开发和定义属性和尺寸的文献综述。数据通过一系列访谈和观察收集。我们发现，六个因素主要导致成功的市场销售促销活动，即促销，目标受众，运动时机的类型，沟通平台，通信模式和资源。此外，平台规则，法规和组织限制影响了独立和依赖性因素之间的关系的强度。

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