The Role of Social Media in the Operations of Commercial Banks: A Case Study of Lagos State, Nigeria

ABSTRACT

Social media has become an essential tool for banks to connect with customers shaping trust, satisfaction, loyalty, and even the decision to stay or switch banks. This study examined how commercial banks in Lagos State use platforms like Facebook, Twitter/X, and Instagram to engage customers and influence their perception. Using a quantitative design, data were gathered from 158 active social media users through a structured questionnaire. Stratified sampling captured diverse demographics while statistical tools such as regression, and hypothesis testing were applied. The findings indicated that Facebook remains the dominant platform for customer–bank interactions, followed by Twitter/X and Instagram. Promotional and educational posts were found to drive stronger customer engagement that entertainment-focused content. More importantly, social media interactions significantly boost trust and satisfaction while lowering the chances of customers switching banks. The study recommends that banks tailor strategies to each platform and prioritize delivering value-driven content to build and strengthen lasting customer relationship.

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