東華大學圖書館 |

Language: English

Help

回圖書館首頁

手機版館藏查詢

Back

Switch To: Labeled | MARC Mode | ISBD

Banking on Social Media: The Impact ...

Bruin, Jeannine M.

Linked to FindBook

Google Book

Amazon

博客來

Banking on Social Media: The Impact of Content Factors and Bank Reputation on Twitter Engagement.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Banking on Social Media: The Impact of Content Factors and Bank Reputation on Twitter Engagement./
Author:	Bruin, Jeannine M.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2020,
Description:	206 p.
Notes:	Source: Dissertations Abstracts International, Volume: 81-10, Section: A.
Contained By:	Dissertations Abstracts International81-10A.
Subject:	Marketing. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=27831982
ISBN:	9798607307417

Banking on Social Media: The Impact of Content Factors and Bank Reputation on Twitter Engagement.
Bruin, Jeannine M.

Banking on Social Media: The Impact of Content Factors and Bank Reputation on Twitter Engagement. - Ann Arbor : ProQuest Dissertations & Theses, 2020 - 206 p.

Source: Dissertations Abstracts International, Volume: 81-10, Section: A.

Thesis (D.B.A.)--Drexel University, 2020.

This item must not be sold to any third party vendors.

Reflecting their conservative nature, banks lag other industries in leveraging social media, which has emerged as the fastest growing corporate marketing channel. Playing catch up, banks are making significant strategic investments in marketing through social media, but are their efforts effective? To explore this question, this research examined the content strategies of 39 large banks on the social networking site, Twitter, and evaluated whether bank strategies were effective at generating likes, shares and positive comments-common measures of audience engagement. Using the Elaboration Likelihood Model of Persuasion as a theoretical framework for audience engagement on social media, this research examined content theme and topic, as well as peripheral content elements such as rich media; hashtags, mentions and hyperlinks; and posting frequency. This study also explored whether a bank's reputation moderated both what content strategies a bank pursued, as well as audience response to these strategies. Data comprised 4,001 social media posts from the U.S. Twitter sites of 39 banks during a 91-day period from January 1 to March 31, 2019. Controlling for the significant differences in content strategies across banks, this research found that content theme and topic were highly significant drivers of audience engagement, with corporate social responsibility content outperforming corporate ability content, despite banks posting significantly more about the latter. Examining peripheral content elements, video was the best-performing media type. Surprisingly, photos underperformed, primarily because banks heavily leveraged stock photos, especially with corporate ability content. Analyzing text-based interactive elements, mentions positively influenced audience engagement; hyperlinks had an unexpectedly negative impact on Twitter engagement; and hashtags were generally ineffective at producing engagement. This research also found diminishing returns for posting too often, but the larger problem is that most banks don't post often enough. Reputation influenced banks at the lower end of the spectrum to post proportionately more corporate social responsibility content, perhaps in an attempt to virtue signal. However, with respect to influencing audience engagement, a bank's reputation was not material. Furthermore, the level of engagement banks generated on Twitter had no influence in changing their near-term, future reputation. Banks are compelling research subjects because their services are essential to both individuals and institutions in modern society, yet consumers view banks poorly compared to most other industries. This dichotomy presents banks with a challenge: how best to market their products and services to an audience that needs them, but only reluctantly so. Bank social media strategies and effectiveness have scarcely been studied, leading to a knowledge gap that this research sought to address. The empirical insights from this study will help marketers build more effective social media content strategies. Findings also add to our understanding of what drives consumer engagement on social media and advance the study of marketing theory as applied to emerging digital channels.

ISBN: 9798607307417Subjects--Topical Terms:

536353
Marketing.
Subjects--Index Terms:

Banking

Banking on Social Media: The Impact of Content Factors and Bank Reputation on Twitter Engagement.
LDR:04419nmm a2200385 4500 001 2270221
005 20200921070757.5
008 220629s2020 ||||||||||||||||| ||eng d
020 $a 9798607307417
035 $a (MiAaPQ)AAI27831982
035 $a AAI27831982
040 $a MiAaPQ $c MiAaPQ
100 1 $a Bruin, Jeannine M. $3 3547590
245 1 0 $a Banking on Social Media: The Impact of Content Factors and Bank Reputation on Twitter Engagement.
260 1 $a Ann Arbor : $b ProQuest Dissertations & Theses, $c 2020
300 $a 206 p.
500 $a Source: Dissertations Abstracts International, Volume: 81-10, Section: A.
500 $a Advisor: van Knippenberg, Daan.
502 $a Thesis (D.B.A.)--Drexel University, 2020.
506 $a This item must not be sold to any third party vendors.
520 $a Reflecting their conservative nature, banks lag other industries in leveraging social media, which has emerged as the fastest growing corporate marketing channel. Playing catch up, banks are making significant strategic investments in marketing through social media, but are their efforts effective? To explore this question, this research examined the content strategies of 39 large banks on the social networking site, Twitter, and evaluated whether bank strategies were effective at generating likes, shares and positive comments-common measures of audience engagement. Using the Elaboration Likelihood Model of Persuasion as a theoretical framework for audience engagement on social media, this research examined content theme and topic, as well as peripheral content elements such as rich media; hashtags, mentions and hyperlinks; and posting frequency. This study also explored whether a bank's reputation moderated both what content strategies a bank pursued, as well as audience response to these strategies. Data comprised 4,001 social media posts from the U.S. Twitter sites of 39 banks during a 91-day period from January 1 to March 31, 2019. Controlling for the significant differences in content strategies across banks, this research found that content theme and topic were highly significant drivers of audience engagement, with corporate social responsibility content outperforming corporate ability content, despite banks posting significantly more about the latter. Examining peripheral content elements, video was the best-performing media type. Surprisingly, photos underperformed, primarily because banks heavily leveraged stock photos, especially with corporate ability content. Analyzing text-based interactive elements, mentions positively influenced audience engagement; hyperlinks had an unexpectedly negative impact on Twitter engagement; and hashtags were generally ineffective at producing engagement. This research also found diminishing returns for posting too often, but the larger problem is that most banks don't post often enough. Reputation influenced banks at the lower end of the spectrum to post proportionately more corporate social responsibility content, perhaps in an attempt to virtue signal. However, with respect to influencing audience engagement, a bank's reputation was not material. Furthermore, the level of engagement banks generated on Twitter had no influence in changing their near-term, future reputation. Banks are compelling research subjects because their services are essential to both individuals and institutions in modern society, yet consumers view banks poorly compared to most other industries. This dichotomy presents banks with a challenge: how best to market their products and services to an audience that needs them, but only reluctantly so. Bank social media strategies and effectiveness have scarcely been studied, leading to a knowledge gap that this research sought to address. The empirical insights from this study will help marketers build more effective social media content strategies. Findings also add to our understanding of what drives consumer engagement on social media and advance the study of marketing theory as applied to emerging digital channels.
590 $a School code: 0065.
650 4 $a Marketing. $3 536353
650 4 $a Banking. $2 bicssc $3 1557594
650 4 $a Communication. $3 524709
653 $a Banking
653 $a Communications
653 $a Marketing
653 $a Social media
653 $a Strategy
653 $a Twitter
690 $a 0338
690 $a 0770
690 $a 0459
710 2 $a Drexel University. $b Business Administration (LeBow College of Business). $3 2094586
773 0 $t Dissertations Abstracts International $g 81-10A.
790 $a 0065
791 $a D.B.A.
792 $a 2020
793 $a English
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=27831982