The Use of Social Media in Banks to Engender Women Empowerment and Financial Inclusion in Arab Countries

Abstract

This study aims to classify and interpret the interacted communications between banks and users on social media and understand the role of these digital platforms to enhance woman empowerments and financial inclusion in banks in Arab countries. 100 users of banks’ social media were selected from 5 leading banks in 5 Arab countries and their interactive utterances were classified, analyzed and interpreted. Content analysis tools were applied. The study reveals these key results: First, the use of social media in banks entails two-fold empowerment dimensions that are mutually beneficial for Users and Banks. Second, both flows of utterances either from “User to Banks” or “Banks to Users” demonstrate that the highest ratios of the shared content are more closely associated with financial inclusion dimensions than user’s empowerment aspects. Third, women are found more engaged in social and emotional involvements than men who show a relatively higher interest in banks’ financial services and products. It is also found that Banks use social media to raise social and economic themes that support women in the region. However, the second and third results imply a gender gap in financial inclusion since females still lag behind. This study is different by highlighting the power of banks’ social networks to trigger important gender and economic development themes in a highly conservative society and contribute to literature by analyzing and interpreting the shared content from three extensive outlooks which yield ample details and draw implications for banks’ management and social media policy makers and regulators.

Financial Inclusion and Economic Empowerment

“…It has been found that financial inclusion leads to increased economic opportunities for low-income individuals, resulting in positive outcomes in social progress, economic development, and empowerment (Bhakar, 2017). Moreover, financial inclusion initiatives have been linked to supporting women's economic empowerment by enabling them to address challenges, provide better education for their children, access healthcare, and gain independence (Pal et al, 2021;Arshad, 2023;Yakubi et al, 2020).…”

Arab Region Social Protection Systems: Research and Policy Design Challenges

“…The first is the language barrier between the field researchers and the interviewees, not only in terms of using English instead of Arabic but also using a lexicon and jargon that researched communities do not understand. Moreover, in many cases, vulnerable groups, especially those living in remote areas, lack digital and financial literacy as well as access to finance, to the internet, and to digital tools (Yakubi, Basuki and Purwono 2019). This prevents researchers from fully reaching these groups, compensating them (in the case of remunerated interviews), and even formulating solutions for them to benefit from social protection programmes that require either digital literacy or financial literacy or both.…”