Prapti Gautam

The Influence of Social Media Marketing on Consumer Purchase Intention and Brand Loyalty in the Indian Banking Sector

Prapti Gautam & Ajay Kumar Dogra · Asian Journal of Economics, Business and Accounting · 2026

Background: Social media has become an important communication and relationship-management channel for banks, particularly in-service contexts where trust, responsiveness and customer engagement influence behavioural outcomes. In India, however, limited empirical evidence explain...