USE OF SOCIAL MEDIA FOR CRISIS MANAGEMENT: A STUDY OF ACCESS BANK'S PUBLIC RELATIONS UNIT
Abstract
This study examines the roles of social media in crisis management, using Access Bank Ibadan as a case study. The research focuses on how social media platforms are utilized by public relations unit of access bank to manage crisis and public trust. A mixed-method approach combining quantitative interviews was employed. Data were collected from 373 Access Bank customers and key PR officers through structured questionnaires and interviews.
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