Managerial Perspective on Social Media Implementation in Banking Industry. Comparative Study on Romanian and Mexican Banks
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.
Volume (Year): 15 (2014)
Issue (Month): 3 (July)
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- Weinberg, Bruce D. & Pehlivan, Ekin, 2011. "Social spending: Managing the social media mix," Business Horizons, Elsevier, vol. 54(3), pages 275-282, May.
- 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.
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