Digital Public Relations Strategies and Adoption of Islamic Financial Services in Nigeria

Abstrak

Introduction/Main Objectives: This study examines how digital public relations strategies influence awareness, perceptions, and adoption of Islamic financial services in Nigeria. Research Methods: A qualitative phenomenological design was used, guided by Relationship Management Theory. Twenty participants were purposively selected from customers and staff of Jaiz Bank, TAJBank, and Lotus Bank. Data were collected through semi-structured interviews and were analyzed thematically using Braun and Clarke’s approach. Finding/Results: Islamic financial institutions use social media, online educational campaigns, and website communication to engage customers. These strategies are perceived positively and strengthen trust, credibility, information accessibility, awareness, understanding, and confidence in Islamic banking products. Conclusion: Digital public relations plays an important role in encouraging the adoption of Islamic financial services in Nigeria.