THE ROLE OF SOCIAL MEDIA IN SHAPING CUSTOMER PERCEPTION AND USAGE OF INTERNET BANKING SERVICES: A STUDY IN BALANGIR DISTRICT

Abstract

The emergence of Internet banking has transformed banking globally. Internet banking has opened up geographical borders by acting as a marketing channel, offering customers a variety of services at lower prices. Investigating the manner in which social media affects customers view and use internet banking services is important and timely. This research delves into the influence of social media on customer attitudes towards internet banking. Using SPSS software, a sample of 173 individual internet banking users from Balangir was analysed through an online survey. The results from the analysis support hypotheses derived from the literature. The findings showed that consumer perceptions of online banking services might be positively or negatively impacted by the content posted on social media sites.