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The Interaction Between Banks and Brazilian Customers Through Facebook: A Framework From the Perspective of Affordances

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  • Marcelo Silva de Fraga

    (Pontifícia Universidade Católica do Rio Grande do Sul, Brazil)

  • Marcirio Silveira Chaves

    (Pontifícia Universidade Católica do Rio Grande do Sul, Brazil)

Abstract

The literature on the use of social media by banks is focused on specific processes that do not provide an integrated view of bank processes through social networks (SN). This article proposes FACEBAN – a prescriptive framework for the use of Facebook by banks. The research is structured in two phases of data collection, with two pieces of document research totaling 3,716 analyzed comments on bank Facebook pages and 15 semi-structured interviews with Brazilian bank customers and managers. The result was the following: FACEBAN was created considering three sets of concepts and recommendations: 1) action strategy on Facebook, 2) bank processes, and 3) affordances. The FACEBAN integrated bank processes and affordances with an action strategy on social networks, providing recommendations for bank managers. This research expands the existing literature on affordances in the context of Brazilian bank processes, adding a strategic view of action on social networks.

Suggested Citation

  • Marcelo Silva de Fraga & Marcirio Silveira Chaves, 2021. "The Interaction Between Banks and Brazilian Customers Through Facebook: A Framework From the Perspective of Affordances," International Journal of E-Business Research (IJEBR), IGI Global, vol. 17(1), pages 1-16, January.
    • Handle: RePEc:igg:jebr00:v:17:y:2021:i:1:p:1-16
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