This paper examines how social media is used as an advertising medium in Zimbabwe and highlights the effects of COVID-19 on the financial sector. The study's goals were to determine how COVID-19 affected Zimbabwe's banking sector and to investigate the use of social media as a tool for advertising. An instance in Zimbabwe The study employed the qualitative research approach and used a self-administered interview schedule to collect respondents from ten (10) of Zimbabwe's top financial institutions. The difficulties found included anything from keeping cash and liquidity to changing operations (dropping profits and staff well-being). Also noted were the demands on financial institutions, particularly the development of fin-tech in the market to meet consumer needs. The relationship between social media contributions and the real-time context is what this study agrees should be the additional and new role of social media as an advertising tool. There are changes to the financial institutions' normal operations. The length of the crisis and the extent of its severity were yet unknown on a worldwide scale at the time of writing. The financial institutions in Zimbabwe had a once-in-a-lifetime opportunity to employ social media advertising to meaningfully interact and bond with their consumers during this time. In order to do this, it was necessary to change promotional tactics, evaluate the language used in advertisements, and acknowledge that customers experienced more anxiety than usual in the difficult circumstances.
Author(s) Details:
Enesiti Chirume,
Faculty of Humanities and Social Sciences, Catholic University of Zimbabwe, Hartfield, Harare, Zimbabwe.
Please see the link here: https://stm.bookpi.org/CABEF-V3/article/view/7975
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