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Effect Of Social Media Marketing On Customer Brand Engagement In The Banking Industry: Evidence From An Emerging Economy

Author

Listed:
  • Chikaodili Peace ONUORAH

    (Department of Marketing, Nnamdi Azikiwe University, Awka, Nigeria)

  • Obinna Christian OJIAKU

    (Department of Marketing, Nnamdi Azikiwe University, Awka, Nigeria)

  • Moses Chigbata OLISE

    (Department of Marketing, Nnamdi Azikiwe University, Awka, Nigeria)

Abstract

The ubiquitousness of social media has made it an effective strategy for firms to communicate with consumers. Despite its relevance, it can be daunting and confusing when used as a marketing tool. This study examines the influence of social media marketing on customer-brand engagement in the banking industry. Based on a quantitative design, data were collected from 224 active followers of commercial banks’ social media pages in Nigeria. Cronbach’s alpha was used to test the reliability of the data while the hypotheses were analyzed using multiple regression analysis. The result showed that the social media marketing dimensions of entertainment, personalization and eWOM positively and significantly affect customer-brand engagement. Therefore, it was recommended that firms should design and develop contents that are fun, exciting, and resonates with customers and customize content to customers’ interests. Also, firms should incentivize customers to share their brand experiences on their platforms.

Suggested Citation

  • Chikaodili Peace ONUORAH & Obinna Christian OJIAKU & Moses Chigbata OLISE, 2022. "Effect Of Social Media Marketing On Customer Brand Engagement In The Banking Industry: Evidence From An Emerging Economy," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(2), pages 125-140, November.
    • Handle: RePEc:aio:manmar:v:xx:y:2022:i:2:p:125-140
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    References listed on IDEAS

    as
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    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    social media marketing; customer-brand engagement; eWOM; entertainment; social media; uses and gratification;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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