article · Journal of Economics Management and Trade
Attracting new clients presents a significant challenge for the banking industry in Cameroon, particularly amidst widespread digital change. This research assesses the role of social media marketing as a strategic tool for financial institutions seeking to expand their customer base. Using a quantitative framework based on multiple regression analysis, the investigation examines how client acquisition correlates with social media engagement, content quality, and influencer partnerships. The results demonstrate that content quality and direct interaction on social platforms serve as critical indicators of successful customer onboarding. Consequently, commercial banks in Cameroon are encouraged to focus their digital marketing strategies primarily on generating high-value content and fostering active online participation to improve their outreach.
Financial institutions increasingly rely on digital channels to attract customers, yet identifying which online tactics work remains difficult. Demonstrating that valuable content and direct user interaction drive client growth provides clear direction for banking institutions operating in emerging markets, helping them allocate marketing resources more effectively.
This applied research directly informs marketing practitioners and decision-makers within Cameroonian retail banks seeking to refine customer acquisition channels. The findings appear ready for immediate operational use by bank marketing departments to structure digital content and community management strategies, though the abstract does not mention any standalone software or commercial products.
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Gaining new clients is extremely difficult for Cameroon's banking sector, especially in the digital era. This study looks into how social media marketing affects Cameroon's banking sector's ability to acquire new clients. The main contention is that social media marketing can be a useful strategy for banks looking to expand their clientele. This study aims to investigate the connections among customer acquisition, influencer alliances, content quality, and social media engagement in Cameroon's banking sector. To investigate the associations between the variables, a multiple regression analysis is used as part of a quantitative research strategy. The study's findings suggest that, in the banking sector, social media engagement and content quality are important indicators of client acquisition. According to the study's conclusions, Cameroonian banks ought to give social media interaction and high-quality content top priority when developing their marketing plans. The study advances our knowledge of the connections between social media marketing and customer acquisition in the banking sector and offers guidance to Cameroonian banks looking to use social media marketing to attract new clients.
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DOI: 10.9734/jemt/2025/v31i21270
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