ONLINE PUBLIC RELATIONS AND CUSTOMER ENGAGEMENT_ A STUDY OF FIRST BANK

ABSTRACT

This study examined the relationship between online public relations and customer engagement with First Bank of Nigeria as the focus of the study. This study was prompted by perceived inability of organizations to engage their online publics. The research design employed for this study was survey. The instrument of data collection was questionnaire. To achieve this, 250 customers of First Bank responded to questionnaire and the Head of Media and External communication of First Bank was interviewed. From the findings of the study, 59.1% of the respondents were aware of First Bank’s online customer engagement activities carried out on their social networking sites. It also shows that 62.5% of the respondents were satisfied with First Bank’s customer engagement activities carried out on their social networking sites. Therefore, study recommends that organizations should provide their online community with relatable and quality contents in other for the customers to relate better with the organizations. Also public relations practitioners should research on the appropriate online tool to reach their target public in other to engage their customers.