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How Do Cooperative Banks Build Their Own Proximity Type in the Social Media

In: Contemporary Trends in European Cooperative Banking

Author

Listed:
  • Nathalie Veg-Sala

    (Université Paris-Nanterre)

  • Valérie Zeitoun

    (IAE Paris-Sorbonne, Université Paris)

  • Géraldine Michel

    (IAE Paris-Sorbonne, Université Paris)

Abstract

On the basis of the theoretical context of proximity, this chapter aims at offering a better understanding of a possible new proximity construction for cooperative banks. It underlines how the brand as a symbolic and meaningful resource can constitute a relevant tool to propose a distinctive proximity according to the cooperative bank identity. The results obtained reveal that, based on the brand status defended by a sample of French cooperative banks on social networks and the suggested relational style, discourses on different proximity types can be built: an invitation to self-enrichment, a promise of social recognition, a demonstration of similarity. From identification (similarity) to self-expansion (self-enrichment) or aspirational projection (social recognition), brands can create different universes of proximity that might nourish their genuineness and originality.

Suggested Citation

  • Nathalie Veg-Sala & Valérie Zeitoun & Géraldine Michel, 2022. "How Do Cooperative Banks Build Their Own Proximity Type in the Social Media," Springer Books, in: Marco Migliorelli & Eric Lamarque (ed.), Contemporary Trends in European Cooperative Banking, chapter 0, pages 243-265, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-98194-5_11
    DOI: 10.1007/978-3-030-98194-5_11
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