Affiliation:
1. Division of Technology & Society, Chalmers University of Technology, Goteborg, Sweden
2. University of Jyväskylä, Jyväskylä, Finland
3. Faculty of Management and Accounting, Allameh Tabataba'i University, Tehran, Iran
Abstract
Social media is widely recognized as a challenging new communication technology in both economic and social contexts. The present article explores how banks have exploited this technology in the range of consumer retail banking services offered by 100 leading global banks on the three major social networking sites (SNS): Facebook, Twitter, and YouTube. Viewing social network (SN) banking as a separate delivery channel and offering a working definition of SN banking, the article shows that banks have been more cautious than other businesses in using SNS. The available services are classified on nine main dimensions: marketing, financial education and advice, information support, customer support, sales representativeness, customer engagement, online recruitment, survey and polling, and other services. The scope of these SN banking services is for the most part non-cash-based. Conclusions, implications, and recommendations are discussed and future research priorities are identified.
Subject
Computer Science Applications,Management Information Systems
Reference47 articles.
1. Social media: Influencing customer satisfaction in B2B sales
2. Tweet Author Location Impacts on Tweet Credibility
3. The public Facebook: A case of Australian government Facebook pages and participation.;S.Alam;Proceedings of the 22nd Australasian Conference on Information Systems (ACIS),2011
4. Customer-sales associate retail relationships
Cited by
15 articles.
订阅此论文施引文献
订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献