- Social Media,
- Public Relations,
- Banks (UBA & First Bank Plc.),
- Customer Relationship
Abstract
This study investigated the application of social media in public relations practices of select banks – UBA and First Bank Plc., in Uyo metropolis with the objectives to: investigate the use of social media platforms or tools for public relations practices in UBA and First Bank Plc., Uyo, Akwa Ibom State; determine how the social media platforms used by UBA and First Bank Plc., affected their public relations practices; find out the most effective social media platforms frequently used by the UBA and First Bank Plc., Uyo, Akwa Ibom State in their public relations practice, among others. The survey research design was used involving 394 respondents. The instrument of data collection was the questionnaire. Descriptive and inferential statistical tools were used to present data while the Pearson Product Moment Correlation Co-efficient statistics was used to test the research hypotheses. The study found among others that the select banks – UBA and First Bank Plc. Uyo used social media platforms for public relations practice, there was mutually beneficial relationship between the banks and their publics via the social media channels used for public relations practice. However, the relationship was not significant. UBA and First Bank Plc. Uyo used social media for public relations activities such as image making, customer relationship, etc., but there was no significant relationship between the successes of the public relations activities and the social media channels used by UBA and First Bank Plc., Uyo, for public relations practice. It is concluded from the study that social media platforms facilitated and served as catalyst for mutually beneficial relationship between UBA and First Bank Plc., Uyo and their publics. The study recommends among others, that the UBA and First Bank Plc., Uyo should intensify the use of social media channels as globalisation, technological advancement and the explosion of web based, Internet powered communication have introduced a radical change to how the world works in all spheres as well as how issues concerning human relationships, business and communication are viewed.
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