Social Media Marketing and Organisational Efficiency of Deposit Money Banks in Nigeria

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.