Organisational Communication via Social Media and Customers Perception of Brand Reputation of Commercial Banks in Nigeria

Abstract

This study investigated the effect of social media communication on customers’ perceived reputation of commercial banks in Nigeria. Specifically, it sought to examine the extent of customers’ exposure to social media messages disseminated by commercial banks, the responsiveness of banks to customer complaints via social media, and how social media-based organisational communication influences customers’ perception of bank reputation. The study was anchored on Media Richness Theory by Daft and Lengel. A survey research design was employed, targeting residents of Uyo, Akwa Ibom State. Based on an estimated population of 563,000 and using Taro Yamane’s formula at a 5% margin of error, a sample size of 399 was determined. Multistage sampling was used: cluster sampling first divided the city into wards, then simple random sampling selected participants from each cluster. Data were collected using a structured questionnaire, pilot-tested for reliability (Cronbach’s Alpha = 0.84). Findings showed that 77.3% of respondents reported regularly seeing bank posts on social media, with the highest weighted mean of 3.04, indicating high exposure. While 62.2% acknowledged timely responses to social media complaints, only 44.7% agreed their issues were fully resolved (mean = 2.57), reflecting moderate satisfaction. Regarding reputation, 71.1% believed their bank has a good image due to its online presence, with the highest mean of 3.02 recorded for perceived reputability based on online responsiveness. This study recommends that banks should consistently post timely, engaging, and informative content to increase visibility; improve complaint handling on social media through prompt and complete responses; and strategically use digital platforms to share brand-building narratives such as corporate social responsibility (CSR) initiatives and customer success stories to enhance public perception.