The effectiveness of Maltese banks’ social media campaigns aimed at young adults

Abstract

Social media marketing is increasing in popularity in the marketing industry. With fast-paced developments in technology and changing consumer trends, organisations strive to reach their audiences in the most effective manner possible (Khang, Ki and Ye, 2012; Mitic and Kapoulas, 2012; Felix, Rauschnabel and Hinsch, 2017). When it comes to banks in Malta, they might not be as up-to-date, especially with regards to attracting young adults. In an attempt to go more in-depth into the question: “Are Maltese banks reaching young adults effectively through social media campaigns?” this dissertation highlights the importance of social media marketing, especially with regards to targeting Generation Z. On the other hand, less information exists in relation to social media marketing within the banking sector. Therefore, the gap that lies within the available literature in relation to the research question becomes more evident. Through this mixed-methods study, the data obtained will enhance insights on the preferences of young adults in Malta in relation to social media campaigns. Furthermore, these will be compared to the strategies Maltese banks are employing to attract this target audience and thus an evaluation of the effectiveness could be made. In doing so, banks can identify areas to improve in, giving them the opportunity to create more successful campaigns. Areas of improvement and limitations are also mentioned in relation to the processes undertaken to carry out the research. These are followed by a conclusion, summarising the main highlights of the document.