Social Networks and Customer Acquisition in Nigeria. Impact of Social Networks on Customer Acquisition in Commercial Bank: A Study of Commercial Banks in Nigeria

      Аннотация: The social network effect on the customer acquisition in the Nigerian banking industry with a particular reference to commercial banks in Imo State. The challenge that inspired this research is the observed non-adoption of online customer creation by the banks in this era of digital transaction in Nigeria in the banking sector. A conceptual framework was adapted from the NetElixir Model of Online Customer Acquisition. The results were validated using the Z-test formula. It shows that social network site has a very significant relationship with customer touch-point, customer Insight and customer engagement. The findings solved the problem that inspired the study.

Ключевые слова: Customer Acquisition, Customer Touch-Point, Customer EngagementCustomer Conversion, Social Network Sites, Online Customer