The Effect of Social Media on Mobile Banking Adoption in Nigeria Banking Sector

This paper explored how social media communication affects the mobile banking uptake in Nigeria on the basis of usage rate, volume of transactions and customer satisfaction. The quantitative survey design was followed and a sample of 164 mobile banking users was picked among the deposit money banks in Nigeria. Structured questionnaire was used to get the data and SPSS version 26 was used to analyse the data. In particular, the findings indicated that SMC had a significant positive impact on all the 3 proxies of mobile banking adoption-usage rate (β = 0.721), transaction volume (β = 0.689), and customer satisfaction (β = 0.745)- all the correlations were statistically significant at 1 per cent. Regressions implied that SMC explained approximately 66.8 percent of the difference in the adoption of mobile banking as is depicted by the value of R2 of 0.668. The findings were in line with the Technology Acceptance Model and the Diffusion of Innovations Theory that highlighted the role of social media in enhancing customer activity, trust and transactional behaviour. The research thus advised banks in Nigeria to increase their awareness campaign in social media in order to enhance mobile banking usage, customer satisfaction through 24-hour response to their queries. It was found that effective social media interaction was one of the key factors that drive mobile banking adoption, and therefore, it drives financial inclusion and customer loyalty in the newly experienced digital banking in Nigeria.