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| Impact of Social Media Usage on Organizational Performance in Great Nigeria Insurance PLC
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Banjo, K.A PhD, Akosile, I.O PhD, Yayock, Y.A
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Abstract:
The study examined the impact of social media usage on organizational performance in Great Nigeria Insurance Plc (GNI) as case study. The study focused on marketing and, customer relations and services as constructs of social media usage. While rapid adaptation, innovation, and satisfaction as constructs of organizational performance. The study adopted survey research design and 67 employees were randomly selected. Data were collected using a structured questionnaire which was adapted from related studies. The questionnaire was used to get the view of the employees on marketing and, customer relations and services as related to rapid adaptation, innovation, and satisfaction. Six research hypotheses were formulated and tested in the study. The hypotheses were tested using Pearson product moment correlation with the aid of Statistical Package for Social Sciences (SPSS). The results indicated that social media for marketing has positive relationship with rapid adaptation and innovation, while it has negative relationship with satisfaction. Social media for marketing only has significant relationship with innovation, while it has non-significant relationship with rapid adaption and satisfaction. More so, the results indicated that social media for customer relations and services has positive relationship rapid adaptation, innovation, and satisfaction. Social media for customer relations and services has significant relationship with rapid adaptation and innovation, while it has non-significant relationship with satisfaction. On the basis of this finding, organizations must prioritize expanding the adaptability of their marketing approach by being open to new ideas and opinions on social media platforms. Customers must be engaged in the creation of the company's products using social media platforms to increase customer integration.
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