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VOL. 10, ISSUE 4 (2025)
Social Media usage and Its impact on Banking Sector performance in MENA countries between 2021-2025
Authors
Onodugo Ifeanyi Chris, Dr Uzochukwu Silba, Onyeledo Peace Ijeoma, Chidi Enemo Chinaza
Abstract
While numerous studies on social media usage (SMU) have primarily focused
on individual-level perspectives, and to a lesser extent on organizational
viewpoints, the majority of this research has been conducted in developed
economies and has concentrated largely on large-scale organizations. Limited
attention has been given to assessing the actual impact of SMU on the
performance of the banking sector, particularly in developing regions. This
study addresses that gap by examining the influence of SMU—specifically
Facebook usage—on the performance of banks across twelve countries in the
Middle East and North Africa (MENA) region. Data were collected from the annual
reports of 102 banks and the Socialbakers database covering the period from
2021 to 2025.To analyze the relationship between SMU and bank performance,
seven simple linear regression models were employed. The findings reveal a
significant positive impact of SMU on both financial and non-financial
performance indicators, including profitability, growth, and environmental
performance. Based on these results, the study recommends that banking sector
managers in MENA countries should recognize the strategic value of social
media. Enhancing organizational capabilities and competencies related to
SMU—and fostering a strong intention to leverage these tools—can contribute meaningfully
to improved performance outcomes.
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Pages:32-38
How to cite this article:
Onodugo Ifeanyi Chris, Dr Uzochukwu Silba, Onyeledo Peace Ijeoma, Chidi Enemo Chinaza "Social Media usage and Its impact on Banking Sector performance in MENA countries between 2021-2025". International Journal of Academic Research and Development, Vol 10, Issue 4, 2025, Pages 32-38
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