Ulster University Logo

ON THE POTENTIAL FOR TWITTER TO ADD VALUE IN RETAIL BANK RELATIONSHIPS

MURRAY, LISA, Durkin, Mark, Worthington, Steve and Clark, Victoria (2014) ON THE POTENTIAL FOR TWITTER TO ADD VALUE IN RETAIL BANK RELATIONSHIPS. Journal of Financial Services Marketing, 19 (4). pp. 277-290. [Journal article]

Full text not available from this repository.

URL: http://www.palgrave-journals.com/fsm/journal/v19/n4/pdf/fsm201427a.pdf

DOI: 10.1057/fsm.2014.27

Abstract

It is argued that research within financial services marketing has omitted to pay sufficient attention to social media in banking contexts generally and its potential impact on retail bank relationships in particular. At a general level, this research study explores the advent of social media and the manner of its deployment in financial services. Specifically, this article reports on the deployment of Twitter in bank–customer communi- cations. Accordingly, a content analysis of 400 Tweets sent from a range of financial service providers to their customers was conducted. A literature-based model allowed for the clas- sification of these Tweets as either customer acquisition, engagement or retention-oriented. Findings indicate that Twitter is mainly used for customer engagement, but scope is identi- fied for their more meaningful deployment in relation to customer acquisition and retention.

Item Type:Journal article
Keywords:banking, twitter, social media, relationships
Faculties and Schools:Ulster Business School > Department of Marketing, Entrepreneurship and Strategy
Ulster Business School
ID Code:33498
Deposited By: Professor Mark Durkin
Deposited On:26 Apr 2016 08:12
Last Modified:26 Apr 2016 08:12

Repository Staff Only: item control page