The Effect of Marketing Expenses and Social Media on Financial Performance: The Case of Nigeria

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dc.authoridhttps://orcid.org/0000-0002-7633-5136en_US
dc.authoridhttps://orcid.org/0000-0002-9773-9340en_US
dc.contributor.authorAlashe, Aminat Oropo
dc.contributor.authorUyar, Metin
dc.date.accessioned2023-11-07T19:22:45Z
dc.date.available2023-11-07T19:22:45Z
dc.date.issued2021en_US
dc.departmentLisansüstü Eğitim Enstitüsüen_US
dc.description.abstractMarketing and social media have an increasing impact on the sustainability and performance of financial institutions. Marketing expenditures, which are among the quantitative factors, and social media, which is a qualitative factor, affect the performance and profitability of financial institutions. In this context, it is extremely important to examine the relationship between marketing, social media, and corporate performance in financial institutions. In this scientific research, a model was created and tested by considering the number of social media followers of financial institutions, the number of marketing expenditures, and the variables of gross earnings and profit after tax. Regression method and correlation analysis were used to examine the relationships between the variables. The results of the analysis including regression, Kendall and Spearman show that there is a significant correlation between the number of users following the social media accounts of financial institutions and the gross earnings. Both the number of social media followers and the number of marketing expenditures positively affect the after-tax profit of financial institutions.en_US
dc.identifier.endpage40en_US
dc.identifier.issn2718-1065
dc.identifier.issn2791-8084
dc.identifier.issue1en_US
dc.identifier.startpage17en_US
dc.identifier.urihttps://hdl.handle.net/11363/6278
dc.identifier.volume2en_US
dc.institutionauthorAlashe, Aminat Oropo
dc.institutionauthorUyar, Metin
dc.language.isoenen_US
dc.publisherİstanbul Gelişim Üniversitesi Yayınları / Istanbul Gelisim University Pressen_US
dc.relation.ispartofJournal of Sustainable Economics and Management Studiesen_US
dc.relation.publicationcategoryMakale - Ulusal Hakemli Dergi - İdari Personel ve Öğrencien_US
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.rightsAttribution-NonCommercial-NoDerivs 3.0 United States*
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/3.0/us/*
dc.subjectSocial Mediaen_US
dc.subjectMarketing Expenseen_US
dc.subjectGross Earningsen_US
dc.subjectFinancial Instituteen_US
dc.subjectProfit After Taxationen_US
dc.titleThe Effect of Marketing Expenses and Social Media on Financial Performance: The Case of Nigeriaen_US
dc.typeArticleen_US

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ECOMAN Vol. 2, Issue 1, June 2021