FACEBOOK CONTENT ANALYSIS OF BANKS OPERATING ON SLOVAK MARKET

Robert Štefko, Radovan Baèík () and Igor Fedorko ()
Additional contact information
Radovan Baèík: Prešovská Univerzita v Prešove, Fakulta manažmentu.
Igor Fedorko: Prešovská Univerzita v Prešove, Fakulta manažmentu.

Polish Journal of Management Studies, 2014, vol. 10, issue 1, 145-152

Abstract: This article uses content analysis to identify the extent of users’ involvement in the corporate communication on the social network Facebook. This article focuses on the Facebook pages of the largest banking institutions operating in Slovakia - regarding the volume of their total assets in 2012. The analysis shows that the criterion for the success of the post on the largest social network Facebook is an effort to maximize the involvement of users in the corporate communication through the indicators and instruments "likes", comments and share. The positive values of correlation coefficients indicate the importance of users engaging in activities of companies. Therefore, the possibility of sharing users’ posts and the subsequent impact on the number of "likes" seems to be highly important tool for raising the Engagement Rate.

Date: 2014
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

Downloads: (external link)
http://www.pjms.zim.pcz.pl/files/Facebook-Content- ... on-Slovak-Market.pdf (application/pdf)
http://www.pjms.zim.pcz.pl/facebook-content-analys ... n-slovak-market.html (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pcz:journl:v:10:y:2014:i:1:p:145-152

Access Statistics for this article

More articles in Polish Journal of Management Studies from Czestochowa Technical University, Department of Management Contact information at EDIRC.
Bibliographic data for series maintained by Paula Bajdor ().