SOCIAL MEDIA CREDIBILITY AND CUSTOMER ENGAGEMENT OF DEPOSIT MONEY BANKS IN RIVERS STATE

Abstract

This study examined the relationship between social media credibility and customer engagement of deposit money banks in Rivers State. The study adopted an explanatory research design. The population of this study comprised twenty two (22) deposit money banks in Rivers State. The study took a census. Five (5) respondents were drawn from each of the banks making a total of one hundred and ten (110) respondents to whom copies a structured questionnaire were administered. The Pearson Product Moment Correlation was the statistical tool used for data analyses, with the help of Statistical Package for Social Sciences (Spss), version 22.0 .The study found that there is a strong, positive and statistically relationship between social media credibility and customer engagement of deposit money banks in rivers state. Specifically, the results indicated that social media credibility is a correlate of customer commitment and customer advocacy. In view of these findings, the study concludes that through social media credibility firms especially deposit money banks can engage with their customers through customer commitment and advocacy. Therefore, the study recommends that deposit money banks that seek to engage with their customers in the form enlisting their commitment and eliciting advocacy behaviours from them should establish and maintain credibility and train their employee to be trustworthy to enable them achieve customer engagement and remain competitive in the marketplace.