EVALUATION OF SOCIAL MEDIA USAGE FOR CUSTOMER ENGAGEMENTS: A STUDY OF UNITED BANK FOR AFRICA CUSTOMERS IN ABEOKUTA AND SANGO-OTA
Abstract
This study focused on “Evaluation of social media usage for customer Engagement: A Study of United Bank for Africa Customers in Abeokuta and Sango-Ota”. It explored the role of social media in enhancing customer engagement, for united Bank for Africa (UBA).With the increasing reliance on digital platforms for customer interaction. This research examined the factors influencing customer engagement. The most utilized social media platforms customer satisfaction levels and overall impact of UBA’s social media strategies on engagement. Anchored on the Technology Acceptance Model (TAM),and the Social Exchange Theory(SET).The study adopted a quantitative research design to collect data for analysis. Two hundred(200)copies of questionnaire were distributed to collect relevant data from the respondents whereas One hundred and eighty(180)copies were retrieved valid and Twenty(20) were either not returned or void. Simple percentage frequency table were used to analyze data collected at ninty-five percent(95%) confidence level that is five percent (5%) level of significance. The findings revealed that promotion is the primary drivers of customer engagements, followed by customer service inquiries and banking products updates. Facebook emerged as the most utilized platform, followed by Instagram and twitter. While LinkedIn and YouTube were less frequently engaged with. However, recommendations include enhancing responsiveness, tailoring campaigns to specific demographics and offering exclusive promotions to social media followers. These measures are essential for strengthening customer satisfaction and loyalty in an increasingly digital banking landscape.
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