Social Media Marketing and Cost–Benefit Analysis among Retail Banks — A systematic literature review

Dissertation 4.2

Social Media Marketing and Cost–Benefit Analysis among Retail Banks — A systematic literature review

Pages

MLA

Style

~ 28–41 mins

Reading Time

Food Systems Marketing Open Banking

Abstract

This dissertation investigates “Social Media Marketing and Cost–Benefit Analysis among Retail Banks — A systematic literature review” using a event study methodology. Through a behavioral lens, the analysis integrates multi-source data to derive a stakeholder-aligned blueprint for researchers and practitioners.

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Social Media Marketing and Cost–Benefit Analysis among Retail Banks — A systematic literature review

ABSTRACT

Social Media Marketing and Cost–Benefit Analysis among Retail Banks — A systematic literature review is unpacked across themes: benefits, governance, scalability, and ethics. Limitations and future research paths are noted.

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