Get Them While They Are Young

Ana Abras () and Guilherme G. C. Mattos ()
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Ana Abras: PPGE Universidade Federal do ABC
Guilherme G. C. Mattos: Banco do Brasil

Journal of Financial Services Research, 2021, vol. 59, issue 1, No 4, 97-113

Abstract: Abstract Social media has become a pervasive channel of communication for sharing information and services. In this study, we explore a novel dataset of bank-customer interactions via Facebook and Twitter from a large retail bank in Brazil. The data show that social media customers are on average younger and have a lower income, but they contact the bank more often over time and display a sharper increase in product use than traditional communication customers. We also use a stylized model of relationship banking and regression estimates to illustrate how banks lock customers into sequential interactions through social media.

Keywords: Social media; Customer service; Retail banks (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (1)

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DOI: 10.1007/s10693-020-00339-4

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