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

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...

Descripción completa

Guardado en:

Detalles Bibliográficos
Autores principales:	Emmanuel Mogaji, Temitope Farinloye, Stella Aririguzoh
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2016
Materias:	uk banks brand advertisement social media facebook attitude Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/e4fa414603a74174811327f44eb01d28
Etiquetas:	Agregar Etiqueta Sin Etiquetas, Sea el primero en etiquetar este registro!

id	oai:doaj.org-article:e4fa414603a74174811327f44eb01d28
record_format	dspace
spelling	oai:doaj.org-article:e4fa414603a74174811327f44eb01d282021-12-02T14:07:31ZFactors shaping attitudes towards UK bank brands: An exploratory analysis of social media data2331-197510.1080/23311975.2016.1223389https://doaj.org/article/e4fa414603a74174811327f44eb01d282016-12-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2016.1223389https://doaj.org/toc/2331-1975Social 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.Emmanuel MogajiTemitope FarinloyeStella AririguzohTaylor & Francis Grouparticleukbanksbrandadvertisementsocial mediafacebookattitudeBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 3, Iss 1 (2016)
institution	DOAJ
collection	DOAJ
language	EN
topic	uk banks brand advertisement social media facebook attitude Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	uk banks brand advertisement social media facebook attitude Business HF5001-6182 Management. Industrial management HD28-70 Emmanuel Mogaji Temitope Farinloye Stella Aririguzoh Factors shaping attitudes towards UK bank brands: An exploratory analysis of social media data
description	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.
format	article
author	Emmanuel Mogaji Temitope Farinloye Stella Aririguzoh
author_facet	Emmanuel Mogaji Temitope Farinloye Stella Aririguzoh
author_sort	Emmanuel Mogaji
title	Factors shaping attitudes towards UK bank brands: An exploratory analysis of social media data
title_short	Factors shaping attitudes towards UK bank brands: An exploratory analysis of social media data
title_full	Factors shaping attitudes towards UK bank brands: An exploratory analysis of social media data
title_fullStr	Factors shaping attitudes towards UK bank brands: An exploratory analysis of social media data
title_full_unstemmed	Factors shaping attitudes towards UK bank brands: An exploratory analysis of social media data
title_sort	factors shaping attitudes towards uk bank brands: an exploratory analysis of social media data
publisher	Taylor & Francis Group
publishDate	2016
url	https://doaj.org/article/e4fa414603a74174811327f44eb01d28
work_keys_str_mv	AT emmanuelmogaji factorsshapingattitudestowardsukbankbrandsanexploratoryanalysisofsocialmediadata AT temitopefarinloye factorsshapingattitudestowardsukbankbrandsanexploratoryanalysisofsocialmediadata AT stellaaririguzoh factorsshapingattitudestowardsukbankbrandsanexploratoryanalysisofsocialmediadata
_version_	1718391995808874496

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

Ejemplares similares