Abstract

Every corporate organization has some set goals for its establishment, but none of the goals can be realized if the organization has a bad image. In other words, image is very fundamental to the success of any organization. Favourable image comes from a company’s relationship with its publics which is anchored on communication or interaction. This paper investigated how corporate image can be enhanced through the social media, using banks’ response to university undergraduates Facebook comments as a case study. Two research questions were raised to guide the study. Employing the survey research method, simple random sampling technique was used to select 345 respondents for the study. The study found that students of University of Port Harcourt, Enugu State University of Science and Technology (ESUT) and Caritas University Enugu were friends of various banks on Facebook, but expressed disappointment as most banks did not respond to their queries or inquiries through the Facebook.

Key Words: Image, Social Media, Banks, University Undergraduates, Facebook

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*Benedict Obiora Agbo is of the Department of Linguistics and Communications Studies, University of Port Harcourt, Port Harcourt, Rivers State, Nigeria.

**Clement Afamefuna Asadu is of the Department of Linguistics and Communications Studies, University of Port Harcourt, Port Harcourt, Rivers State, Nigeria.

^JCMRJournal of Communication and Media Research, Vol. 8, No. 1, April 2016, 199 – 210