EFFECTS OF DIGITAL MEDIA ON CORPORATE REPUTATION: A STUDY OF PIGGYVEST NIGERIA

Abstract

This research focused on the effects of digital media on corporate reputation: A study of PiggyVest Nigeria. In the digital age, organizations must manage how they are perceived by the public to remain competitive, trustworthy, and sustainable. Digital media tools such as social media, email marketing, blog content, and cybersecurity have become essential in shaping how customers view brands. Corporate reputation is influenced by how these tools are used to engage customers, promote transparency, and build trust. Some of the key concerns digital media addresses include customer loyalty, brand image, product quality perception, and data security. The purpose of this study was to examine the role of digital media in enhancing corporate reputation in the fintech sector, using PiggyVest Nigeria as a case study. The independent variable in this study is digital media, which includes social media, email marketing, blog content, and cybersecurity, while the dependent variable is corporate reputation, measured through brand image, customer loyalty, product quality, and customer trust. Stakeholder theory and the Technology Acceptance Model were adopted to provide the theoretical foundation for this study. A quantitative survey method was employed. The population consisted of PiggyVest customers, and data was collected using structured questionnaires. A total of 384 questionnaires were distributed, and 378 valid responses were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results showed a positive and significant relationship between digital media and corporate reputation. This study encourages fintech organizations to strategically adopt and optimize digital media tools as part of their corporate communication and customer engagement strategies. It is also recommended that these organizations regularly evaluate their digital practices to stay relevant, build trust, and maintain a strong reputation in a highly digital and competitive market.