Effectiveness of Bank’s Social Media Content in Fostering Employee Engagement at Zambia National Commercial Bank

Abstract

This study investigated the effectiveness of social media in fostering employee engagement within the banking sector, focusing on ZANACO Bank in Zambia. Guided by Social Exchange Theory (SET) and Media Richness Theory (MRT). A convergent parallel mixed-methods approach was employed, involving a sample of 120 employees across various management levels and in-depth interviews with 20 staff members to capture qualitative insights while questionnaire were administered to 100 members of staff. Quantitative findings indicate that 61% of respondents (35% agree, 26% strongly agree) perceived ZANACO Bank’s social media content as effective in promoting engagement, while 27% (17% disagree, 10% strongly disagree) were less positive, and 12% remained neutral. Qualitative evidence revealed that social media enhanced employees’ sense of belonging, recognition, and information sharing, but its impact was limited by top-down communication, repetitive content, and insufficient interactivity. The study underscores the importance of dialogue-oriented, inclusive, and dynamic social media strategies, incorporating interactive features, diverse content formats, and consistent communication schedules, to strengthen participation, foster a shared organizational identity, and sustain engagement. These findings provide actionable insights for banking institutions seeking to leverage social media as a strategic tool for internal communication and workforce engagement.