Demographic Influences on Brand Engagement and Loyalty in South African Retail Banking
Keywords:
Social media; SA Banks; Generation X and YAbstract
Objectives: The aim of this study is to determine whether consumer demographics such as log-on frequency, gender, age, population group and bank length do have significant differences on customer brand engagement and brand loyalty. Prior work: In South Africa, most studies have investigated the effects of demographic variables such as income, education and marital status. Approach: The quantitative method was considered and a sample size of 311 respondents was selected. Purposive sampling was used whilst generalised linear model (GLM) was applied to analyse the results. Results: The study’s results show that customer brand engagement, brand loyalty have a significant difference with log-on frequency and bank length respectively. Firstly, this assumes that banking practitioners should promote their banking services consistently with the consumption patterns of consumers across social media platforms, especially to those who engage regularly. Secondly, it is further suggested that banking managers should invest their resources in customers who actively engage with the social media content regarding the banking services, especially towards the Generation Y cohort, and especially those who have been with the banking organisation for an extended period. Implications: The current investigation would empower brand managers to assign adequate social media moderators across social media platforms.
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