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Focusing on the impact of social networks, this research investigates customer acquisition in the Nigerian banking sector, specifically among commercial banks in Imo State. It addresses the challenge of low online customer creation amidst the digital transaction era. Utilizing a conceptual framework based on the NetElixir Model, the study employs the Z-test formula for validation. Findings reveal a significant relationship between social network sites and key factors such as customer touch-points, insights, and engagement, ultimately addressing the identified problem.
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Social Networks and Customer Acquisition in Nigeria, Kingsley Ikechukwu Onyegbule
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- Année de publication
- 2020
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