Content shared between banks and users on the social ecosystem: an inductive exploratory inquiry

Alessandro Gandolfo ()
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Alessandro Gandolfo: University of Pisa

Electronic Commerce Research, 2020, vol. 20, issue 4, No 1, 679-712

Abstract: Abstract Social Media are a current and relevant phenomenon for the banking sector: their use is changing the way financial products and services are offered and the relationship banks have with clients and with stake-holders. Therefore, also for credit institutions it is important to know the features and implications of the digital traffic that develops on networking platforms. This is especially true in a time when, due to the recent events that banks have been involved in, most financial institutions feel the need to gain back credibility and trust through a stronger social intimacy with the public. The purpose of this work is on one hand to classify and interpret the content that banks and users share on two of the most popular social media platforms, and on the other to understand the role of the digital channels in the business models of credit institutions. To reach these aims, the activity on Facebook and Twitter of 4 leading banking institutions was monitored, analysing a total of over 20,000 elements. The data, processed through content analysis, highlights similarities and differences in the use of social media and shows how digital channels support the development of client relationships and contribute to value generating processes.

Keywords: Banking industry; Content analysis; Management e-customer relationship; Social media marketing (search for similar items in EconPapers)
Date: 2020
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DOI: 10.1007/s10660-019-09340-z

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