Social Media Individualization and Marketing Content Creation of Quoted Banks in Nigeria
Vol.3 Issue 1
This study investigated the relationship between social media interactivity and marketing content creation in the context of quoted banks in Nigeria. Cross sectional survey research design; explanatory casual research design was sued to generate data and explain relationships among variables. The population of the study was the fourteen (14) quoted banks listed on the floor of the Nigeria stock exchange. The sample size of the study was the fourteen (14) quoted banks. However, purposive sampling was used to study five (5) management staff and officers from each bank. Both primary and secondary data were used to elicit information. Data were analyzed using simple regression analysis with the aid of statistical package for social sciences (SPSS, version, 22.0). The result of the study indicates that there is positive and significant relationship between social media individualization and marketing content creation of quoted banks in Nigeria. The study therefore concludes that implementing the integration of social media individualization will create marketing contents; messages and brands that are consistent, coherent in meeting the expectation of the business stakeholders. It recommends that banks should ensure that products and services in the online space are customized to meet individual customer account holder unique preferences and expectations.
Key Words: Social Media Individualization, Marketing Content Creation, Message Content, Quoted Banks
