IDEAS home Printed from
   My bibliography  Save this article

Managerial Perspective on Social Media Implementation in Banking Industry. Comparative Study on Romanian and Mexican Banks


  • Kristine KIRAKOSYAN

    () (West University of Timisoara, Romania)


Social media has very strong impact on all of human activities and banking is no exception in this. The ways and methods have been changed because nowadays banks have to be more communicative, more customer-centric and innovative. The interest point of this article is social media in banking area. Social media is almost an endless source and e-banking management needs to identify strategy to make profitable use of social media. We presented a set of hypotheses and tested them in Romanian and Mexican banks by doing an online survey among managers. For this comparative research we selected the questions that allow us to validate our hypotheses and find out the real level of social media usage. Besides testing our hypotheses we did exploratory research to study deeper some social media issues. We studied our samples using statistical tools for frequencies, crosstabs, correlations, as well as factor and reliability analyses.

Suggested Citation

  • Kristine KIRAKOSYAN, 2014. "Managerial Perspective on Social Media Implementation in Banking Industry. Comparative Study on Romanian and Mexican Banks," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 15(3), pages 297-311, July.
  • Handle: RePEc:rom:rmcimn:v:15:y:2014:i:3:p:297-311

    Download full text from publisher

    File URL:
    Download Restriction: no

    References listed on IDEAS

    1. Weinberg, Bruce D. & Pehlivan, Ekin, 2011. "Social spending: Managing the social media mix," Business Horizons, Elsevier, vol. 54(3), pages 275-282, May.
    2. Hanna, Richard & Rohm, Andrew & Crittenden, Victoria L., 2011. "We're all connected: The power of the social media ecosystem," Business Horizons, Elsevier, vol. 54(3), pages 265-273, May.
    Full references (including those not matched with items on IDEAS)

    More about this item


    bank management; social media country profile; social media usage; social media implementation.;

    JEL classification:

    • G21 - Financial Economics - - Financial Institutions and Services - - - Banks; Other Depository Institutions; Micro Finance Institutions; Mortgages
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes


    Access and download statistics


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rom:rmcimn:v:15:y:2014:i:3:p:297-311. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Marian Nastase). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.