Due to technological advancement, the economy is shifting from market-driven stature to a network-oriented economy, and social media has captured prime IT trends of the technology world. The banking sector has also been trapped in the digital wave, and the banks are compelled to focus and redefine their digitalisation processes as they witness a rapid change in consumer behaviour and buying habits. Digital marketing and other social media platforms have enabled banks to become an influential tool in not only acquiring the target prospects but also for facilitating their businesses. Content marketing is a crucial ingredient to the overall digital marketing strategy to measure the effectiveness and success of an organization's online communication. Apart from the quality of the content, marketers should be conscious and must introspect their respective target audiences while delivering and promoting the content. This research paper is based on an extensive literature review that outlines the concept of social media content marketing while highlighting the various benefits it offers to the banking sector, thereby defining multiple digital media content marketing strategies that enable banks to accomplish their objectives.

Marginalisation at various levels is one of the significant challenges that students face in their everyday lives. It is in developing countries, but little is known about their impact on the academic success of the students. The research focused on understanding the impact of marginalisation, parental education, financial strength, occupation, and social‐religious affiliation on students' performance pursuing higher education. After extensive review and to explain the issue, a theoretical framework of various constructs is proposed. The findings indicate a positive relationship between the variables and their influence on student success in higher education. It further confirmed the initial assumption of the study that demographic marginalisation has a significant influence on the education performance of the students pursuing higher studies. Furthermore, it is essential to raise awareness of the social sensitivity of higher education among the various stakeholders and to contribute to a fair and equitable society in terms of accounting.

With the upsurge of innovation, transformation, and digitization in the Indian banking sector there has been a paradigm shift in banking operations. The evolution of mobile banking, internet banking, and facilities like ATMs have altered the way consumers use banking facilities. The Indian banks are racing to upgrade their tech infrastructure and digital products to service clients quickly and effectively during the post-pandemic era. Social media provides vivid opportunities for consumers to have access to information and avail banking services 24 hours a day, across temporal and geographical borders. Marketers need to develop new customer-centric strategies to deal with the high expectations of the digitally empowered consumers and deliver a personalized, immersive experience to remain competitive. Also, customers need to be made aware of how individual banking brands can benefit them and help enhance better returns on their financial investments. Banks can further enhance trust and credibility using digital platforms which in turn will trigger their growth.

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