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Managerial Perspective on Social Media Implementation in Banking Industry. Comparative Study on Romanian and Mexican Banks

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  • Kristine KIRAKOSYAN

    (West University of Timisoara, Romania)

Abstract

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.

Suggested Citation

  • Kristine KIRAKOSYAN, 2014. "Managerial Perspective on Social Media Implementation in Banking Industry. Comparative Study on Romanian and Mexican Banks," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 15(3), pages 297-311, July.
    • Handle: RePEc:rom:rmcimn:v:15:y:2014:i:3:p:297-311
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    File URL: https://rmci.ase.ro/no15vol3/04.pdf
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    References listed on IDEAS

    as
    1. Weinberg, Bruce D. & Pehlivan, Ekin, 2011. "Social spending: Managing the social media mix," Business Horizons, Elsevier, vol. 54(3), pages 275-282, May.
    2. 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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    Cited by:

    1. Doina DĂNĂIAŢĂ & Camelia MARGEA & Kristine KIRAKOSYAN & Ana-Maria NEGOVAN, 2014. "Social Media in Banking. A Managerial Perception from Mexico," Timisoara Journal of Economics and Business, West University of Timisoara, Romania, Faculty of Economics and Business Administration, vol. 7(2), pages 147-174, December.

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    More about this item

    Keywords

    bank management; social media country profile; social media usage; social media implementation.;
    All these keywords.

    JEL classification:

    • G21 - Financial Economics - - Financial Institutions and Services - - - Banks; Other Depository Institutions; Micro Finance Institutions; Mortgages
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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