Name: Social Media Marketing and Organisational Efficiency of Deposit Money Banks in Nigeria (en Inglés)
Price: 189120.00 CLP
Availability: InStock
Author: Enyioko, Newman
ISBN: 9783346146410

portada Social Media Marketing and Organisational Efficiency of Deposit Money Banks in Nigeria (en Inglés)

Formato

Libro Físico

Autor

Newman Enyioko

Editorial

Grin Verlag

Idioma

Inglés

N° páginas

276

Encuadernación

Tapa Blanda

Dimensiones

21.0 x 14.8 x 1.6 cm

Peso

0.36 kg.

ISBN13

9783346146410

Categorías

Mercado online

Social Media Marketing and Organisational Efficiency of Deposit Money Banks in Nigeria (en Inglés)

Newman Enyioko (Autor) · Grin Verlag · Tapa Blanda

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Reseña del libro "Social Media Marketing and Organisational Efficiency of Deposit Money Banks in Nigeria (en Inglés)"

Doctoral Thesis / Dissertation from the year 2020 in the subject Business economics - Offline Marketing and Online Marketing, grade: Rivers State, course: Marketing, language: English, abstract: 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 eff