The study examined the effect of social media marketing on organizational efficiency of deposit money banks in Nigeria. Blog, Facebook, Twitter and LinkedIn were used as the dimensions of social media platforms in this study. The study used conversion rate, web traffic and customer engagement to measure organisational efficiency of banks. Also, trust was used as a moderating variable in this study. The study adopted descriptive and inferential statistical tools to analyze the data and test the hypotheses. The study used a questionnaire to elicit information from the respondents. The population of the study consisted of all the 22 deposit money banks approved by CBN. The study sampled 154 respondents from 22 deposit money banks in Nigeria and validly used 133 respondents representing 86.36% response rate for data analysis. The study found that banks use blog, Facebook, Twitter and LinkedIn to conduct their marketing activities in the manner of brand promotion and persuasion of customers to patronize them and these activities enhance organisational efficiency of banks. The study revealed that blog has positive but insignificant effect on conversion rate and web traffic but positive and significant effect on customer engagement. The study discovered that Facebook has positive and significant effect on conversion rate, web traffic and customer engagement. The study revealed that Twitter has positive and significant effect on conversion rate, web traffic and customer engagement. The study found that LinkedIn has positive and insignificant effect on conversion rate and customer engagement but negative and insignificant effect on web traffic. The study also, found that trust moderates and has strong positive and significant effect on social media marketing and organisational efficiency of banks. The study concludes that as banks use blogs, Facebook, Twitter and LinkedIn to create awareness about their products and services on the internet their conversion rates, web traffic and customer engagement are significantly and positively boosted. The study therefore recommends that bank managers should use blog, Facebook, Twitter and LinkedIn to their advantage by encouraging bank staff and not just the marketing department to participate in social media marketing which in turn covers more ground for the enhancement of conversion rate, web traffic and customer engagement leading to organisational efficiency of banks.
Inhaltsverzeichnis (Table of Contents)
- Chapter One: Introduction
- 1.1 Background of the Study
- 1.2 Statement of the Problem
- 1.3 Objectives of the Study
- 1.4 Research Questions
- 1.5 Hypotheses of the Study
- 1.6 Scope of the Study
- 1.7 Significance of the Study
- 1.8 Limitations of the Study
- 1.9 Definition of Terms
- Chapter Two: Literature Review
- 2.1 Conceptual Framework
- 2.2 Theoretical Framework
- 2.3 Empirical Review
- 2.4 Gap in the Literature
- Chapter Three: Research Methodology
- 3.1 Research Design
- 3.2 Population of the Study
- 3.3 Sample and Sampling Technique
- 3.4 Data Collection Instrument
- 3.5 Validity and Reliability of Instrument
- 3.6 Method of Data Analysis
- Chapter Four: Data Presentation and Analysis
- 4.1 Data Presentation
- 4.2 Data Analysis
- Chapter Five: Discussion of Findings, Recommendations and Conclusion
- 5.1 Discussion of Findings
- 5.2 Recommendations
- 5.3 Conclusion
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This thesis aims to investigate the impact of social media marketing on the organizational efficiency of deposit money banks in Nigeria. It examines the relationship between social media platforms and key performance indicators like conversion rate, web traffic, and customer engagement. The study also analyzes the role of trust as a moderating variable in this relationship.
- Social Media Marketing and its Impact on Bank Efficiency
- The Influence of Specific Social Media Platforms (Blog, Facebook, Twitter, LinkedIn)
- Measurement of Organizational Efficiency (Conversion Rate, Web Traffic, Customer Engagement)
- The Role of Trust in Social Media Marketing
- Empirical Findings and Recommendations for Bank Management
Zusammenfassung der Kapitel (Chapter Summaries)
Chapter One introduces the research topic, outlining the background, problem statement, objectives, research questions, and hypotheses. It also defines the scope, significance, limitations, and relevant terms used in the study. Chapter Two provides a comprehensive literature review, encompassing conceptual and theoretical frameworks, relevant empirical studies, and identifying gaps in existing research. Chapter Three delves into the research methodology, detailing the research design, population and sampling techniques, data collection methods, instrument validity and reliability, and data analysis procedures. Chapter Four presents the collected data, providing an analysis of the findings. This chapter explores the relationships between social media platforms, organizational efficiency indicators, and the moderating effect of trust. This chapter does not include the full discussion of findings or conclusions, which are presented in Chapter Five.
Schlüsselwörter (Keywords)
This research focuses on the critical role of social media marketing in contemporary banking operations within the Nigerian context. Key terms include social media platforms, organizational efficiency, deposit money banks, conversion rate, web traffic, customer engagement, trust, empirical research, and quantitative analysis. The study provides valuable insights for understanding the effectiveness of social media strategies and their impact on the overall performance of financial institutions.
- Quote paper
- Newman Enyioko (Author), 2020, Social Media Marketing and Organisational Efficiency of Deposit Money Banks in Nigeria, Munich, GRIN Verlag, https://www.grin.com/document/536401
