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Facebook Content Analysis Of Banks Operating On Slovak Market

Author

Listed:
  • Róbert Štefko

    (Prešovská Univerzita v Prešove, Fakulta manažmentu.)

  • Radovan Baèík

    (Prešovská Univerzita v Prešove, Fakulta manažmentu.)

  • Igor Fedorko

    (Prešovská Univerzita v Prešove, Fakulta manažmentu.)

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.

Suggested Citation

  • Róbert Štefko & Radovan Baèík & Igor Fedorko, 2014. "Facebook Content Analysis Of Banks Operating On Slovak Market," Polish Journal of Management Studies, Czestochowa Technical University, Department of Management, vol. 10(1), pages 145-152, December.
    • Handle: RePEc:pcz:journl:v:10:y:2014:i:1:p:145-152
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    References listed on IDEAS

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    1. Sebastian Kot & Katarzyna Grondys & Romuald Szopa, 2011. "Theory Of Inventory Management Based On Demand Forecasting," Polish Journal of Management Studies, Czestochowa Technical University, Department of Management, vol. 3(1), pages 148-156, May.
    2. Ioan Constantin Dima & Bunaciu Mircea & Ciurea Vergil & Janusz Grabara & Sebastian Kot, 2010. "Considerantions Of Motivation In Public Management," Polish Journal of Management Studies, Czestochowa Technical University, Department of Management, vol. 2(1), pages 20-28, December.
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    Cited by:

    1. Viktória Ali Taha & Tonino Pencarelli & Veronika Škerháková & Richard Fedorko & Martina Košíková, 2021. "The Use of Social Media and Its Impact on Shopping Behavior of Slovak and Italian Consumers during COVID-19 Pandemic," Sustainability, MDPI, vol. 13(4), pages 1-19, February.
    2. Md Safiullah & Pramod Pathak & Saumya Singh & Ankita Anshul, 2016. "Social Media In Managing Political Advertising: A Study Of India," Polish Journal of Management Studies, Czestochowa Technical University, Department of Management, vol. 13(2), pages 121-130, June.
    3. Róbert Štefko & Vladimira Steffek, 2018. "Key Issues in Slow Fashion: Current Challenges and Future Perspectives," Sustainability, MDPI, vol. 10(7), pages 1-11, July.

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