Effect of social media advertisment on customer trust of banking services: the case of adb bank
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Date
2023
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KNUST
Abstract
This study main aim is to explore the effect social media advertisement on customer trust. The study is case study research combined with descriptive design. The study uses purposive and convenient sampling technique. The population of the study is ADB Bank customers in Kumasi Metropolis. Questionnaires are used to collect the data for the study. Statistical tools such as mean, standard deviation, frequencies, percentages and simple regression analysis, are used to present the data. The study included a sample of 59 employees, and 278 ADB customers. The study’s findings revealed ADB Bank uses social media advertisements in marketing its services. The social media sited identified as used by the bank are Facebook, whatsapp and youtube. The study also concluded that social media sites of the bank are accessible, secure, and user friendly. It is also concluded. The level of trust among ADB Bank customers in its services is high. Lastly, it is concluded that social media advertisement of the Bank has significant positive effect on customer trust. It is therefore recommended that the bank takes steps to ensure its social media sites are protected to keep customers level of trust now and the future
Description
A thesis submitted to the Kwame Nkrumah university of science and technology, business school. In partial fulfillment of the requirements for the degree of mba marketing and corporate strategy