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Factors shaping attitudes towards UK bank brands: An exploratory analysis of social media data

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  • Emmanuel Mogaji
  • Temitope Farinloye
  • Stella Aririguzoh

Abstract

Social media provides a huge amount of data and rich market insight, and has changed the way customers interact with brands. This interaction is of great concern for any organisation as it transfers the power to shape brand image from advertisers to consumers. In light of the global financial crisis and the ensuing negative attitudes towards bank brands, this study has extracted 1176 comments on bank advertisements from the verified Facebook pages of 10 UK banks. These comments have been thematically analysed to identify seven key factors that shape customer attitudes to bank brands. The study presents the power of social media as a platform for brands and customers to engage and build relationships, especially bank–customer relationships in the UK, providing managers with important insights that can guide the development and execution of their brand-relationship campaigns. The fact that this study is based on real-life advertisements and real-life responses from social media network users can be considered as one of its strengths, as it does not suffer from various issues relating to experimental studies. Nonetheless, the study’s limitations and suggestions for future research directions are provided.

Suggested Citation

  • Emmanuel Mogaji & Temitope Farinloye & Stella Aririguzoh, 2016. "Factors shaping attitudes towards UK bank brands: An exploratory analysis of social media data," Cogent Business & Management, Taylor & Francis Journals, vol. 3(1), pages 1223389-122, December.
    • Handle: RePEc:taf:oabmxx:v:3:y:2016:i:1:p:1223389
    DOI: 10.1080/23311975.2016.1223389
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    References listed on IDEAS

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    1. Alex Cukierman, 2011. "Reflections on the Crisis and on its Lessons for Regulatory Reforms and for Central Bank Policies," Chapters, in: Sylvester Eijffinger & Donato Masciandaro (ed.), Handbook of Central Banking, Financial Regulation and Supervision, chapter 3, Edward Elgar Publishing.
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    3. Emmanuel Mogaji, 2016. "This advert makes me cry: Disclosure of emotional response to advertisement on Facebook," Cogent Business & Management, Taylor & Francis Journals, vol. 3(1), pages 1177906-117, December.
    4. de Chernatony, Leslie & Dall'Olmo Riley, Francesca, 1999. "Experts' Views About Defining Services Brands and the Principles of Services Branding," Journal of Business Research, Elsevier, vol. 46(2), pages 181-192, October.
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    Cited by:

    1. Samer Elhajjar, 2023. "An Investigation of Consumers’ Negative Attitudes Towards Banks," Corporate Reputation Review, Palgrave Macmillan, vol. 26(1), pages 54-63, February.
    2. Pathak, Atul Arun & Kaushik, Kapil, 2024. "Driving consumer engagement for digital payment brands: Content strategy on instagram," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    3. Yasir Rashid, Muhammad Zeeshan, 2018. "Customer Attitude towards Online Ads of Smartphone Brands: A Netnographic Analysis of User Generated Comments on YouTube," Journal of Management Sciences, Geist Science, Iqra University, Faculty of Business Administration, vol. 5(2), pages 40-64, October.

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