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Evaluation of Social Networks Sites in the Banking Sector: An Analysis of Top 200 International Banks

Author

Listed:
  • MIRANDA, FRANCISCO JAVIER

    (Associate Professor Extremadura University, Badajoz, Spain)

  • CHAMORRO, ANTONIO

    (Assistant Professor Extremadura University, Badajoz, Spain)

Abstract

Social networks have become an interesting marketing tool for the banking sector to manage contact and interaction with their actual and potential customers. The purpose of this study was to evaluate the use of Facebook by the top 200 international banks. Our paper proposes a new instrument called Facebook Assessment Index (FAI), which uses three categories to evaluate the essential information on a firm's Facebook page: popularity, interactivity, and content. Only 60% of the banks tested had official Facebook page. The results show large differences between them in the three dimensions of FAI and a great improvement opportunity in the use of Facebook as a marketing tool in the sector. These results not only serve to create a ranking of banks, but also can be used by bank manager as a benchmarking analysis of best Facebook pages, suggesting improvements to their current Facebook pages.

Suggested Citation

  • Miranda, Francisco Javier & Chamorro, Antonio, 2013. "Evaluation of Social Networks Sites in the Banking Sector: An Analysis of Top 200 International Banks," Journal of Internet Banking and Commerce, , vol. 18(2), pages 01-17, August.
    • Handle: RePEc:ris:joibac:0292
    as

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    More about this item

    Keywords

    Banking; Social networks; Facebook; Content analysis; SNS assessment;
    All these keywords.

    JEL classification:

    • A13 - General Economics and Teaching - - General Economics - - - Relation of Economics to Social Values

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