Effect Of Social Media Marketing On Brand Equity Of Private Commercial Banks With A Special Emphasis On Sampath Bank PLC

Social media is a platform which allows people to participate in social networking though internet. It enables to share posts on various social media platforms to improve business visibility. Today it is the best source for marketing, education, entertainment and news. Social media is also fundamentally changing the way consumers acquire the information they want, how they buy products, and how they discuss social issues and pursue social change (eun ju seo, 2019). Social organizing sites permit people, organizations and different associations to connect with each other and assemble connections and networks on the web. At the point when organizations join these social channels, purchasers can communicate with them legitimately (demangeot, 2013). Many studies have done to investigate the effect of social media in bank marketing (mitic and kapoulas,2012). Furthermore bonson and flores (2011) argued that social media marketing enables banks to regain trust from customers.