Social Media Marketing in Banking: Measuring Engagement and Customer Acquisition in Cameroon

Abstract

Gaining new clients is extremely difficult for Cameroon's banking sector, especially in the digital era. This study looks into how social media marketing affects Cameroon's banking sector's ability to acquire new clients. The main contention is that social media marketing can be a useful strategy for banks looking to expand their clientele. This study aims to investigate the connections among customer acquisition, influencer alliances, content quality, and social media engagement in Cameroon's banking sector. To investigate the associations between the variables, a multiple regression analysis is used as part of a quantitative research strategy. The study's findings suggest that, in the banking sector, social media engagement and content quality are important indicators of client acquisition. According to the study's conclusions, Cameroonian banks ought to give social media interaction and high-quality content top priority when developing their marketing plans. The study advances our knowledge of the connections between social media marketing and customer acquisition in the banking sector and offers guidance to Cameroonian banks looking to use social media marketing to attract new clients.