SOCIAL MEDIA MARKETING AND CUSTOMER PATRONAGE OF FINANCIAL TECHNOLOGY PRODUCT IN YENAGOA, BAYELSA STATE – NIGERIA

ABSTRACT We examined “Social Media Marketing and Customer Patronage of financial technology product in Bayelsa state, Nigeria”. The research was motivated by the desire to identify the social media platforms that can motivate consumers to patronize fintech product in Bayelsa State, Nigeria. To this end, the study sought to examine the effect of Facebook, Instagram, TikTok, and YouTube platforms on customer patronage of fintech product in Bayelsa State, Nigeria. The study adopted cross-sectional survey and judgmental sampling technique to survey three hundred and fifty eight (358) customers in Bayelsa State. Data were collected using a self-administered four-point scale questionnaire. The data generated were analyze using mean rating and multiple linear regression analysis. The findings revealed that Facebook, Instagram, TikTok and YouTube platforms have significant effect on customer patronage on financial technology product. Hence, it was recommended that, Facebook should be used for marketing communication campaign programmes in Bayelsa State by food and beverage firms operators and dealers. This will enhance the exposure of product benefits to real and potential consumers, among other things.