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Presence of Banks on Social Networks in Bosnia and Herzegovina


  • Mabić Mirela


  • Gašpar Dražena


  • Lucović Damir

    () (University of Mostar, Faculty of Economics, Bosnia and Herzegovina)


Background: Social networks allow real-time interaction that enhances a bank’s ability to respond to customers in a timely, intuitive and personalized manner. By using social networks, banks can improve the understanding of their clients and bank’s products they need. Also, banks can enhance relations with clients and strengthen their brand through raising client loyalty.

Suggested Citation

  • Mabić Mirela & Gašpar Dražena & Lucović Damir, 2017. "Presence of Banks on Social Networks in Bosnia and Herzegovina," Business Systems Research, Sciendo, vol. 8(2), pages 59-70, September.
  • Handle: RePEc:bit:bsrysr:v:8:y:2017:i:2:p:59-70:n:5

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    bank; social network; Facebook; YouTube;

    JEL classification:

    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • G21 - Financial Economics - - Financial Institutions and Services - - - Banks; Other Depository Institutions; Micro Finance Institutions; Mortgages
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software


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