Abstract: The ability of a firm to generate business insight from social media data and exploit it to improve business processes and decision-making is vital for market performance. However, it is a challenge for many commercial businesses in Kenya to analyze and use this data appropriately, for instance, big data. Social media has become more innovative and interactive compared to conventional print or audio/video media. However, due to unstructured and dispersed nature of this data, it is difficult to extract information that is meaningful and applicable. The firms’ inability to utilize social media analytics in generation of business insights has limited their efforts to take advantage of this new marketing channel to make sound business decisions. This study aimed to establish the influence of opinion mining on the market performance of commercial banks in Nairobi City County. The banking sector has drawn new entrants into the market and heightened industrial rivalry, this has forced the subsector to be proactive in adoption of improved technology to remain relevant in the market. The foundation of this study has been anchored on two major theories; resource-based theory, and dynamic capability theory. The target respondents were selected through a stratified sampling technique. Structured questionnaires were used and a pre-test for validity and reliability was conducted. The target population for the study was 39 licensed commercial banks in Nairobi City County and a sample of 156 respondents from these banks were involved. Descriptive and inferential statistics were utilized to analyse the research data. The analysis techniques comprised means, standard deviation, regression statistics, and beta-coefficients. Multiple regression analysis was employed in this study to determine the influence of opinion-mining variable on the dependent variable. The findings indicate that, opinion mining, have had a significantly positive effect on market performance of commercial banks in Nairobi City County, Kenya. The study concludes that Opinion mining helps in keeping trends and events that act as warning signs for supply-chain risks. The study recommends that banks should establish high performance standards, and their employees should strive to meet or exceed them.
Keywords: commercial businesses, social media data, commercial banks, market performance, marketing channel.
Title: SOCIAL MEDIA ANALYTICS AND MARKET PERFORMANCE OF COMMERCIAL BANKS IN NAIROBI CITY COUNTY KENYA
Author: SAMUEL K KIPTOO, REUBEN N KINYURU, JOHN N MUTINDA
International Journal of Thesis Projects and Dissertations (IJTPD)
Vol. 12, Issue 2, April 2024 - June 2024
Page No: 9-23
Research Publish Journals
Website: www.researchpublish.com
Published date: 26-April-2024
