TY  - THES
AV  - public
KW  - Public  relations
KW  -   social  media
KW  -   social  media  platforms
KW  -   social  media  audit report
KW  -   audience
KW  -   public
KW  -   mixed  methods  approach
KW  -   quantitative  techniques
KW  -   qualitative techniques
PB  - Griffith College
N2  - Social  media has  fast  become  a  digital  transformative  tool  for  businesses.  The introduction  of  social  media  into  the  business  space  through  the  internet  is  a  notable innovation that has received wide recognition as a platform that changed how people and business  interact  with  each  other.  Though  its  importance  cannot  be  overemphasized, public relations (PR) practitioners must continue to evolve and stay up-to-date and meet up with the constantly changing trends as well as the audience demands. This  research  set  out  to  determine  the  effective  use  of  social  media  in  the  Nigerian banking industry by examining how Nigerian banks and PR professionals/agencies use their  social  media  profiles,  user  engagements  on  these  social  media  profiles,  how  the effectiveness of  social  media  PR  campaigns  are  measured  and the  roles  social media has played in the PR of Nigerian banks. The research questions addressed in this study are What role does social media play in public relations in the banking sector? ;How can the effective use of social media improve the achievement of a positive and sustainable relationship between banks and its public? and What are the factors that determine social media platforms employed by public relations practitioners in banks?The study utilized a mixed methods approach combining both qualitative and quantitative research  methods,  to collect  this  data,  a  social  media  audit  report  on  the  Facebook, Instagram  and  twitter  accounts  on  top  5  performing  Nigeria  banks  was  carried  out followed  by  questionnaire  distribution  to  70  PR  professionals  in  the  Nigerian  banking industry and Interviewing 4 prominent PR practitioners in the banking Industry.The results of this study indicated that social media is effectively used to publicize, inform and  educates  the  public  on  the  services  and  products  being  offered  by  the  banks, facilitates corporate communication through two-way communication that is instrumental in countering wrong publicity and threat to goodwill,  attending to public complaints and promotion  of  events  that  helps  in  creating  and  building  important  relationships  with customers.  The study also revealed that the factors that influence the use of certain social media mediums like Twitter, Instagram and Facebook over others are customer feedback, complaints, engagement, and inquiry on the platforms.Further research is needed  into different industries to carry out comparative analysis and establish  a  trend with  the  way  different  industries  use  social  media  for  PR  as  well  as expanding  this  research  into  different  forms  of  banking  such  as  commercial  banking, investment  banking,  retail  banking,  credit  unions  etc.  as  they  all  have  different  target audiences and it expected that PR strategies used would vary for these different forms of banking.
M1  - masters
Y1  - 2020///
A1  - Ufuoma, Precious Ughakpoten
UR  - http://go.griffith.ie/452/
TI  - Effective Use of Social Media in Public Relations in Nigerian Businesses: A Case Study of The Nigerian Banking Sector
ID  - go452
ER  -