TITLE:
E-Marketing Orientation and Social Media Implementation in the Banking Industry in Nigeria
AUTHORS:
N. Gladson Nwokah, Boma Benita Irimagha
KEYWORDS:
E-Marketing, Orientation, Social Media, Banking, Nigeria
JOURNAL NAME:
iBusiness,
Vol.9 No.4,
December
13,
2017
ABSTRACT: The purpose of this study was to empirically investigate
how E-Marketing Orientation relates with Social Media Implementation in the
Banking Industry in Nigeria. Three hundred and fifty five (355) copies of the
questionnaire were administered to
respondents. Upon retrieval and data cleaning, 338 copies were subjected
to Data analysis. Data analyses were aided by the use of SPSS version 20.0 and
hypotheses were tested using the Pearson Correlation Coefficient. After the
data analysis, it was revealed that: Philosophical component has a weak and positive relationship with Social
Media Implementation (Business Use and Private Use). The study also
revealed a moderate and positive relationship between initiation components and
Business Use as a measure of Social Media Implementation but a weak and
positive relationship exists between
Initiation components and Private Use. Adaptation component was found to
have a weak and negative relationship with Social Media Implementation measures (Business Use and Private Use). The study
also revealed a strong and positive relationship between Implementation
components and Business Use and a moderate and positive relationship between
Implementation components as a dimension of E-Marketing Orientation and Private
Use as a measure of social media
implementation. We therefore concluded that there is a weak and positive relationship between Philosophical
components as a dimension of E-Marketing Orientation and Social Media
Implementation measures (Business Use and Private Use). Moderate and positive
relationship exists between Initiation components and Business Use but a weak
and positive relationship exists between Initiation component and Private Use
as a measure of Social Media Implementation. Adaptation component has a weak
and negative relationship with Social Media Implementation (Business Use and
Private Use). Also, strong and positive relationship exists between
Implementation component and Business Use as a measure of social media
implementation but a moderate and positive relationship exists between Implementation
components as a dimension of E-Marketing Orientation and Private Use as a
measure of social media implementation. Based on the findings and conclusions
we recommended that since Philosophical component of EMO has a weak and positive relationship with Social Media
Implementation (Business Use and Private Use), Banking firms in Nigeria
should make it a strategic necessity to be involved
in e-marketing, develop e-marketing initiatives and inform employees that success depends on the adoption of advanced
e-marketing resources. Since there is a moderate and positive
relationship between Initiation components and
Business Use and a weak and positive relationship between Initiation components and Private Use, Banking firms in Nigeria
should monitor competitors’ adoption of e-marketing, carry out in-house
research about e-marketing and meetings should be held regularly to prepare
e-marketing plans and follow the developments in e-marketing. Also, since
Adaptation component has a weak and negative relationship with Social Media
Implementation, Banking firms in Nigeria
should use e-marketing resources such as web site and e-mail to communicate
with their customers and also conduct commercial transactions, have a
computerized customer database that they can use to perform marketing
activities and use e-marketing in the normal course of carrying out day-to-day business. Finally, since a strong and positive
relationship exists between Implementation
components and Business Use as a measure of Social Media Implementation and a moderate and positive relationship
exists between Implementation
components and Private Use, Banking firms in Nigeria should see that the
activities of the different departments which are responsible for e-marketing
implementation are well coordinated, ensuring that there is adequate technical support and also ensuring that the latest
e-marketing technologies are installed in the bank.