SOCIAL MEDIA MARKETING TECHNIQUES AND BRAND AWARENESS OF MICROFINANCE BANKS IN RIVERS STATE

Abstract

This study examined the relationship between social media marketing techniques and brand awareness of micro finance banks in Rivers State. This study adopted and correlation research design. The population of this study comprised of Two Hundred and Fifty-Six (256) customers Nine (9) microfinance banks domiciled in Rivers State. A sample size of One Hundred and Fifty-Five (155) was derived using Krejcie and Morgan sample size determination table of 1970. A self-administered structured questionnaire was used to collect primary data and the data obtained were accordingly analyzed using Spearman Rank Order Correlation. The result revealed that there is significant and positive relationship between social media marketing techniques and brand awareness of micro finance banks in Rivers State. Based on the findings of this study, the paper concludes that a positive and significant relationship exists between social media marketing techniques and brand awareness. It therefore, recommends amongst others that Facebook orientation should equally be used by bank managers as a tracking system; traffic on organization pages can be monitored comparing the attention given to a particular product or campaign on the profile pages to the sales of that product or brand, auto reply system helps in this regard. Polls concerning the success of products and services can also be useful in this direction.