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Get Them While They Are Young

Author

Listed:
  • Ana Abras

    (PPGE Universidade Federal do ABC)

  • Guilherme G. C. Mattos

    (Banco do Brasil)

Abstract

Social media has become a pervasive channel of communication for sharing information and services. In this study, we explore a novel dataset of bank-customer interactions via Facebook and Twitter from a large retail bank in Brazil. The data show that social media customers are on average younger and have a lower income, but they contact the bank more often over time and display a sharper increase in product use than traditional communication customers. We also use a stylized model of relationship banking and regression estimates to illustrate how banks lock customers into sequential interactions through social media.

Suggested Citation

  • Ana Abras & Guilherme G. C. Mattos, 2021. "Get Them While They Are Young," Journal of Financial Services Research, Springer;Western Finance Association, vol. 59(1), pages 97-113, April.
    • Handle: RePEc:kap:jfsres:v:59:y:2021:i:1:d:10.1007_s10693-020-00339-4
    DOI: 10.1007/s10693-020-00339-4
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    References listed on IDEAS

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    Cited by:

    1. Ping-Lun Tseng & Wen-Chung Guo, 2022. "Fintech, Credit Market Competition, and Bank Asset Quality," Journal of Financial Services Research, Springer;Western Finance Association, vol. 61(3), pages 285-318, June.

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