Influence of Social Media on Public Relations Practice in Kenya Banking Industry: A Case of Chase Bank Kenya Limited (Ir)

Abstract

This study reports on a survey conducted in July 2018 exploring the influence of social media on public relations practice in Kenya banking industry a case of Chase bank Kenya ltd(IR).The specific objective of the study was to investigate the role social media had on crisis management communication at chase bank Kenya Limited. The study aimed at advancing research and knowledge on how the banking industry should utilize social media in conducting their public relations practice. This will aid towards partially achieving Sustainable Development Goal 9 on Industry, Innovation, and Infrastructure. The research design is a survey and adopted a quantitative study with a total population of 44 former chase bank employees and clients selected through purposive sampling. Data was collected using closed questionnaires. The analysis of data was done on Microsoft excel and findings presented in the group bar graph. Finding reveals that social media contributed to creating and resolving the crisis at chase bank Kenya limited. The researcher recommends that banks regularly monitor their social media platforms to promptly avert crisis and also utilize their social media for crisis management communication.