The purpose of this study was to empirically investigate
how E-Marketing Orientation relates with Social Media Implementation in the
Banking Industry in Nigeria. Three hundred and fifty five (355) copies of the
questionnaire were administered to
respondents. Upon retrieval and data cleaning, 338 copies were subjected
to Data analysis. Data analyses were aided by the use of SPSS version 20.0 and
hypotheses were tested using the Pearson Correlation Coefficient. After the
data analysis, it was revealed that: Philosophical component has a weak and positive relationship with Social
Media Implementation (Business Use and Private Use). The study also
revealed a moderate and positive relationship between initiation components and
Business Use as a measure of Social Media Implementation but a weak and
positive relationship exists between
Initiation components and Private Use. Adaptation component was found to
have a weak and negative relationship with Social Media Implementation measures (Business Use and Private Use). The study
also revealed a strong and positive relationship between Implementation
components and Business Use and a moderate and positive relationship between
Implementation components as a dimension of E-Marketing Orientation and Private
Use as a measure of social media
implementation. We therefore concluded that there is a weak and positive relationship between Philosophical
components as a dimension of E-Marketing Orientation and Social Media
Implementation measures (Business Use and Private Use). Moderate and positive
relationship exists between Initiation components and Business Use but a weak
and positive relationship exists between Initiation component and Private Use
as a measure of Social Media Implementation. Adaptation component has a weak
and negative relationship with Social Media Implementation (Business Use and
Private Use). Also, strong and positive relationship exists between
Implementation component and Business Use as a measure of social media
implementation but a moderate and positive relationship exists
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