Influence of Social Media on the Business Processes of Corporate Organisation
Abstract
The integration of social media into business strategies has become an indispensable component for fostering customer engagement, enhancing brand awareness, and optimizing internal processes. As digital transformation continues to reshape industries, social media stands as a crucial pillar in advancing corporate objectives and staying competitive in an increasingly dynamic market. This study aimed to explore the opportunities social media gives to corporate organizations in their business process using, Nigerian Commercial banks as a case study. To achieve this objective, the study examined the Technology Adoption Theory (TAM) which explained that behavioral intention to use leads to actual IT usage behavior and attitude-intention-behavior connection predicts user acceptance of new technologies. By examining different literatures it was ascertained that Social media enables companies to increase knowledge flow between all areas of the company by allowing employees an increased support system of variable knowledge and skill sets, social media provides several options for increasing brand exposure, reaching heterogeneous groups, and creating identity, it enables commercial banks to enhance customer engagement and interaction using content marketing and storytelling as well as enable these organizations handle crises and restore their images in the public eye. In conclusion, the use of social media in corporate organizations, particularly in the banking sector, offers immense potential for growth and innovation. However, organizations must also be mindful of the risks and challenges associated with social media use and develop strategies to mitigate these risks.
Downloads
References
Adewole, J. A., Dare, F. D., & Ogunyemi, J. K. (2019). Implications of financial intermediation on the performance of commercial banks in Nigeria: 2000-2017. Financial Markets, Institutions and Risks, 3(4).
Agboola, M. G., Awobajo, K. A., Oluwatobi, S. O., Akinbode, M. O., Fagbohun, M. O., Esse, U. C., ... & Betek, C. M. (2019, September). Effect of digitalization on the performance of commercial banks in Nigeria. In IOP conference series: Earth and environmental science (Vol. 331, No. 1, p. 012014). IOP Publishing.
Ajzen, I., & Fishbein, M. (1980). Understanding Attitudes and Predicting Social Behavior. Englewood Cliffs, NJ: Prentice-Hall.
Akani, H. W., & Obiosa, R. L. T. (2020). Effects of financial innovations on the profitability of deposit money banks in Nigeria. European Journal of Accounting, Auditing and Finance Research, 8(1), 52-73.
Aondover, E. M., Maradun, L. U., & Yar’Adua, S. M. (2022). Mediatization of the net and internetization of the print media in Northern Nigeria. Unisia, 40(2), 335-356.
Aondover, E. M., Oyeleye, S. A., & Aliyu, M. A. (2023). New World Information and Communication Order and its changing role in Nigerian Television Authority (NTA) Kano. Unisia, 41(1), 17-38. https://doi.org/10.20885/unisia.vol41.iss1.art2
Aondover, E. M., Oyeleye, S. A., & Aondover, P. P. (2022). Analysis of Iconographic Effect of Visual Communication Genre on Covid-19 in Nigeria. Journal of Gynaecology and women’s health, 23(3), 1-10.
Beloke, N., Messomo, E., & Mbu, S. (2021). The influence of digital financial services on the financial performance of commercial banks in Cameroon. European Scientific Journal ESJ, 17, 1857-7881.
Bogea F and Brito E.P (2018). Determinants of Social Media Adoption by Large Companies. Journal of Technology Management & Innovation vol.13 no.1. http://dx.doi.org/10.4067/S0718-27242018000100011
Chaovalit, P. (2014). Factors influencing cosmetics purchase intention in Thailand: A study on the relationship of credibility and reputation with in persuasive capabilities of beauty bloggers. AU-GSB e-Journal, 7(1), 34-42. Chaovalit, P. (2014). Factors influencing cosmetics purchase intention in Thailand: A study on the relationship of credibility and reputation with in persuasive capabilities of beauty bloggers. AU-GSB e-Journal, 7(1), 34-42.
Daowd, A., Kamal, M. M., Eldabi, T., Hasan, R., Missi, F., & Dey, B. L. (2021). The impact of social media on the performance of microfinance institutions in developing countries: a quantitative approach. Information Technology & People, 34(1), 25-49.
David-West, O., Iheanachor, N., & Umukoro, I. (2020). Sustainable business models for the creation of mobile financial services in Nigeria. Journal of Innovation & Knowledge, 5(2), 105-116.
Davis, F. D. (1989). Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), 319-340. doi:10.2307/249008
DiMicco, J., Millen, D. R., Geyer, W., Dugan, C., Brownholtz, B., & Muller, M. (2008). Motivations for social networking at work. In Proceedings of the 2008 ACM conference on computer supported cooperative work (pp 711-720).
Du and Jiang, 2014 H. Du, W. Jiang Do social media matter? Initial empirical evidence. J. Inf. Syst., 29 (2014), pp. 51-70
Emeh, P. C., Ahaiwe, E. O., & Okoro, A. O. (2019). Digital marketing in Nigerian banking industry: An appraisal. International Journal of Business Administration, 8(4), 79-87.
G.D. Saxton, R.D. Waters (2014) What do stakeholders like on Facebook? Examining public reactions to nonprofit organizations’ informational, promotional, and community-building messages. J. Public Relat. Res., 26 (2014), pp. 280-299
Gana, N. N., Abdulhamid, S. I. M., & Ojeniyi, J. A. (2019). Security risk analysis and management in banking sector: A case study of a selected commercial bank in Nigeria.
Henry Boateng (2014). Customer knowledge management practices on a social media platform: A case study of MTN Ghana and Vodafone Ghana. Information Development http://www.sagepublications.com. DOI: 10.1177/0266666914554723
Hile, M. M., Msughter, A. E., & Aliyu, M. A. (2023). Secularism and Ethical Issues in Media Practice as a Bane for National Development. SIASAT, 8(3), 166-177
Iannacci, F., Fearon, C., & Pole, K. (2020). From acceptance to adaptive acceptance of social media policy change: A set-theoretic analysis of b2b SMEs. Information Systems Frontiers, 1-18. https://doi.org/10.1007/s10796-020-09988-1.
Ibekwe, A. O. (2021). Financial innovation and performance of deposit money banks in Nigeria. International Journal of Business & Law Research, 9(1), 162-173.
Idris, M. K., & Msughter, A. E. (2022). Sources of Information on National Issues among Border Communities in Yobe State, Nigeria. ASEAN Journal of Community Engagement, 6(1), 22-47.
Igoni, S., Onwumere, J. U. J., & Ogiri, I. H. (2020). The Nigerian digital finance environment and its economic growth: Pain or gain. Asian Journal of Economics, Finance and Management, 58-67.
Inyang, I. B., Etim, G. S., & James, E. (2022). Public relations strategies and the marketing performance of financial service providers. Quantitative Economics and Management Studies, 3(2), 173-174.
Ita, A. J., Owui, H. O., Dunsin, O. M., & Ita, R. I. (2020). Commercial banks lending and the growth of agricultural sector in Nigeria. IIARD International Journal of Banking and Finance Research, 6(3), 1-13.
Jana Prodanova, Amy Van Looy (2019). How Beneficial Is Social Media for BusinessProcess Management? A Systematic Literature Review. IEEE Access PP(99):1-1. DOI: 10.1109/ACCESS.2019.2903983
Jones, B., Temperley, J., & Lima, A. (2009). Corporate reputation in the era of Web 2.0: the case of Primark. Journal of Marketing Management, 25(9), 927-939.
Juntunen, M., Ismagilova, E., & Oikarinen, E. L. (2020). B2B brands on twitter: Engaging users with a varying combination of social media content objectives, strategies, and tactics. Industrial Marketing Management, 89, 630–641.
Kurfi, M. Y, Aondover, E. M. & Mohammed. I. (2021). Digital Images on Social Media and Proliferation of Fake News on Covid-19 in Kano, Nigeria. Galactica Media: Journal of Media Studies, 1(1), 103-124. Doi: https://doi.org/10.46539/gmd.v3i1.111.
L.C. Schaupp, F. Bélanger (2013) The value of social media for small businessesJ. Inf. Syst., 28 (2013), pp. 187-207
Lappeman, J., Franco, M., Warner, V., & Sierra-Rubia, L. (2022). What social media sentiment tells us about why customers churn. Journal of Consumer Marketing, 39(5), 385-403.
Lederer, A. L., Maupin, D. J., Sena, M. P., & Zhuang, Y. (2000). The technology acceptance model and the World Wide Web. Decision Support Systems, 29(3), 269-282. doi:10.1016/S0167-9236(00)00076-2
Lee, S., & Trimi, S. (2008). Organizational blogs: Overview and research agenda. International Journal of Information Technology and Management, 7(2), 113 – 119.
Loebbecke, C., & Picot, A. (2015). Reflections on societal and business model transformation arising from digitization and big data analytics: A research agenda. The Journal of Strategic Information Systems, 24(3), 149–157.
M. Brivot, Y. Gendron, H. Guénin (2017). Reinventing organizational control: meaning contest surrounding reputational risk controllability in the social media arena. Account. Audit. Account. J., 30 (2017), pp. 795-820
M.M. Lenk, J.P. Krahel, D.J. Janvrin, B. Considine(2018). Social technology: an integrated strategy and risk management framework. J. Inf. Syst. (2018), 10.2 HYPERLINK "https://doi.org/10.2308/isys-52065"308/isys-52065
Madugba, J., Egbide, B. C., Jossy, D. W., Agburuga, U. T., & Chibunna, O. O. (2021). Effect of electronic banking on financial performance of deposit money banks in Nigeria. Banks and Bank Systems, 16(3), 71-83.
Maikaba, B., & Msughter, A. E. (2019). Digital Media and Cultural Globalisation: The Fate of African Value System. Humanities and Social Sciences, 12(1), 214-220.
Meyrowitz, J. (2005). No sense of place: The impact of electronic media on social behavior. Oxford University Press New York.
Mogaji, E., Adeola, O., Hinson, R. E., Nguyen, N. P., Nwoba, A. C., & Soetan, T. O. (2021). Marketing bank services to financially vulnerable customers: evidence from an emerging economy. International Journal of Bank Marketing, 39(3), 402-428.
Mojaye, E. M. & Aondover, E. M. (2022). Theoretical perspectives in world information systems: A propositional appraisal of new media-communication imperatives. Journal of Communication and Media Research, 14(1), 100-106.
Msughter, A. E., & Aondover, P. O. (2023). Nollywood Offering and Nigeria People and Culture: Reflections and Projection. Unisia, 41(1).
Msughter, A. E., Perpetua, A. O., & Itiafa, A. L. (2023). Artificial Intelligence and the Media: Revisiting Digital Dichotomy Theory. In Information Systems Management. IntechOpen.
Msughter, A. E., Yar’Adua, S. M., & Ogechi, A. P. (2022). Information seeking behavior on Covid-19 vaccine among residents of Fagge Local Government Area of Kano, Nigeria. Journal of Positive School Psychology, 6(9), 2526-2541.
Nwakoby, N. P., Okoye, J. N., Ezejiofor, R. A., Anukwu, C. C., & Ihediwa, A. (2020). Electronic banking and profitability: Empirical evidence from selected banks in Nigeria. Journal of Economics and Business, 3(2).
Nwankwo, S. N., & Agbo, E. I. (2021). Effect of electronic banking on commercial bank performance in Nigeria. European Journal of Accounting, Finance and Investment, 7(1), 68-81.
Ogbuabor, J. E., Eigbiremolen, G. S. O., Orji, A., Manasseh, C. O., & Onuigbo, F. N. (2020). ICT and financial inclusion in Nigeria: An overview of current challenges and policy options. Nigerian Journal of Banking and Finance, 12(1), 90-96.
Oko, I. (2019). Electronic fraud and financial performance of quoted commercial banks in Nigeria. International Journal of Advanced Academic Research, 5(4), 15-35.
Oladeji, A. D. (2019). Influence of Social Media on Skill Acquisition and Academic Performance of Business Education Students in Colleges of Education in Southwest, Nigeria (Doctoral dissertation, Kwara State University (Nigeria)).
Olusegun, O. O., Olympus, O. O., & Olakunle, A. I. (2020). Online marketing and the performance of small-scale enterprises in Nigeria: A study of selected SMEs in Ikeja, Lagos State, Nigeria. Annals of Contemporary Developments in Management & HR (ACDMHR), 2(3), 15-24.
Onyejelem, T. E., & Aondover, E. M. (2024a). Digital Generative Multimedia Tool Theory (DGMTT): A Theoretical Postulation in the Era of Artificial Intelligence. Adv Mach Lear Art Inte, 5(2), 01-09.
Onyejelem, T. E., & Aondover, E. M. (2024b). Digital Generative Multimedia Tool Theory (DGMTT): A Theoretical Postulation. Journalism, 14(3), 189-204.
Oreoluwa, P. A., Vitalis, P. O., Nneka, A. Q., Collins-Dike, J., & Ridwan, M. (2024). Online Harassment of Female Journalist in Lagos State. Polit Journal Scientific Journal of Politics, 4(3), 162-174.
Owens-Ibie, N., & Aondover, E. M. (2024). Hate postings on social media and peace imperatives in Nigeria. Legal challenges and political strategies in the post-truth era, Labcom Comunicacao & Artes,121.
Owoseni, A., & Twinomurinzi, H. (2019). The dynamic capabilities of small and medium‐scale enterprises using mobile apps in Lagos, Nigeria. The Electronic Journal of Information Systems in Developing Countries, 85(1), e12061.
Oyedokun, G. O. (2019). Board characteristics and financial performance of commercial banks in Nigeria. Accounting and Taxation Review, 3(2), 31-48.
Oyefolahan, I. O., Sule, A. A., Adepoju, S. A., & Babakano, F. J. (2019). Keeping with the global trends: An evaluation of accessibility and usability of Nigerian banks websites.
Oyinlola, O. (2022). Social media usage among older adults: Insights from Nigeria. Activities, Adaptation & Aging, 46(4), 343-373.
Pappas, I. O., Mikalef, P., Giannakos, M. N., Krogstie, J., & Lekakos, G. (2018). Big data and business analytics ecosystems: Paving the way towards digital transformation and sustainable societies. Information Systems and e-Business Management, 16, 479–491.
Pitt, C. S., Botha, E., Ferreira, J. J., & Kietzmann, J. (2018). Employee brand engagement on social media: Managing optimism and commonality. Business Horizons, 61(4), 635–642. https:// HYPERLINK "https://doi.org/10.1016/j.bushor.2018.04.001"doi.org/10.1016/j.bushor.2018.04.001.
Rabiu, I. D., Ladan, S., Usman, H. A., & Garba, M. (2019). Impact of E-banking on the Operational Efficiency of Banks in Nigeria. International Journal of Academic Research in Business and Social Sciences, 9(2), 136-145.
Rahman, M., Aydin, E., Haffar, M., & Nwagbara, U. (2022). The role of social media in e-recruitment process: empirical evidence from developing countries in social network theory. Journal of Enterprise Information Management, 35(6), 1697-1718.
Rauf, W. (2015). Role of Computing Organizational Justice in Reducing the Conflict between the Employees and Its Impact on the Job Performance. Journal of Information Technology and Management Sciences, 54(60), 54-60.
Sarita Sharma (2022). Social Media – An Opportunity for Organisations. International Journal of Science, Engineering and Management (IJSEM) Vol 9, Issue 10. ISSN (Online) 2456 -1304
Scott, W.J. Orlikowski (2012). Reconfiguring relations of accountability: Materialization of social media in the travel sector. Acc. Organ. Soc., 37 (2012), pp. 26-40
Siamagka, N. T., Christodoulides, G., Michaelidou, N., & Valvi, A. (2015). Determinants of social media adoption by B2B organizations. Industrial Marketing Management, 51, 89-99. doi:10.1016/j.indmarman.2015.05.005
Siebu, S. (2019). Impact of Social Media Advertising on the Profitability of SMEs in Ghana's Retail Industry (Doctoral dissertation, University of Ghana).
Soetan, T. O., Mogaji, E., & Nguyen, N. P. (2021). Financial services experience and consumption in Nigeria. Journal of Services Marketing, 35(7), 947-961.
Suddaby, G.D. Saxton, S. Gunz (2015). Twittering change: the institutional work of domain change in accounting expertise. Acc. Organ. Soc., 45 (2015), pp. 52-68
Usman, B., Eric Msughter, A., & Olaitan Ridwanullah, A. (2022). Social media literacy: fake news consumption and perception of COVID-19 in Nigeria. Cogent Arts & Humanities, 9(1), 2138011.
Vitalis, P. O., Onyejelem, T. E., & Okuneye, A. P. (2023). Understanding advertising in the era of social media. Information System and Smart City, 3(1), 502-502.
Williamson, B. (2009), Managing at a distance, Business Week, 27 July.
Zain, M., Rose, R. C., Abdullah, I., & Masrom, M. (2005). The relationship between information technology acceptance and organizational agility in Malaysia. Information and Management, 42(6), 829-839. doi:10.1016/j.im.2004.09.001
.png)
_.gif)
_.gif)
