Impact of Social Media Usage on Banking Sector of South Asian Countries

Abstract

The study investigates the impact of social media usage on banking industry of South Asian countries which includes Pakistan,India,Bangladesh and Srilanka.The data is collected from the annual reports of 46 banks during the period of 2017-2021.Most of the studies conducted the impact of social media usage on large organization and some examined the actual impact of social media usage on bank performance, Regression model is applied to find the impact of SMU on the performance of banking sector and results indicate that it has a positive impact on bank performance in terms of profitability. IN this study bank performance is measured by ROA,ROE and EPS. Therefore this study recommends that bank management of South Asian countries should focus bank performance and increase their profitability through social media tools to enhance their capabilities and competencies. This study also considers some control variables liquidity and capital adequacy to measure bank performance