Insights on the Social Media Uptake by Retail Banks in the South-East Europe (Conference presentation)
Mitic, M./ Kapoulas, A./ Καπουλάς, Α.
In this paper we present insights on the current state of the social media uptake by the banking industry in the
South-East Europe (SEE). We conducted a web-based study to identify the scope of activities by retail banks in the SEE
across some of the most popular social media platforms: Facebook, Twitter, YouTube and LinkedIn. We focus on the SEE
region because of the noted efforts by its banking industry to adopt more customer-centric approaches to marketing. Our
findings suggest that banks in the SEE are by large experimenting with the social media presence. Subsidiaries of large
European banks are the leaders in terms of the multi-channel presence, followers and content, but notable examples are
also emerging by local banks. Banks in the SEE are particularly active on Facebook, and demonstrate creative solutions for
engaging audiences with their pages.
| Institution and School/Department of submitter: | Σχολή Διοίκησης και Οικονομίας / Τμήμα Διοίκησης Επιχειρήσεων |
| Keywords: | Web 2.0;Social Media;Retail banking;Bank marketing;Southeast Europe;Μέσα κοινωνικής δικτύωσης;Λιανική τραπεζική;Μάρκετινγκ τραπέζης;Νοτιοανατολική Ευρώπη |
| Citation: | International Conference on Contemporary Marketing Issues (ICCMI) 13 – 15 June 2012 Thessaloniki, Greece |
| Description: | Άρθρο Συνεδρίου--ΑΤΕΙΘ, 2012 |
| URI: | http://195.251.240.227/jspui/handle/123456789/1245 |
| Publisher: | Alexander Technological Educational Institute (ATEI) of Thessaloniki, Department of Marketing Bucks New University |
| Item type: | conferenceItem |
| Submission Date: | 2016-06-01T23:23:16Z |
| Item access scheme: | free |
| Institution and School/Department of submitter: | Σχολή Διοίκησης και Οικονομίας / Τμήμα Διοίκησης Επιχειρήσεων |
| Publication date: | 2012-06 |
| Bibliographic citation: | Mitic, M. & Kapoulas, A., 2012, 'Insights on the Social Media Uptake by Retail Banks in the South-East Europe', ICCMI, 13 – 15 June 2012 Thessaloniki, Greece, Alexander Technological Educational Institute (ATEI) of Thessaloniki, Thessaloniki, pp. 418-423. |
| Abstract: | In this paper we present insights on the current state of the social media uptake by the banking industry in the South-East Europe (SEE). We conducted a web-based study to identify the scope of activities by retail banks in the SEE across some of the most popular social media platforms: Facebook, Twitter, YouTube and LinkedIn. We focus on the SEE region because of the noted efforts by its banking industry to adopt more customer-centric approaches to marketing. Our findings suggest that banks in the SEE are by large experimenting with the social media presence. Subsidiaries of large European banks are the leaders in terms of the multi-channel presence, followers and content, but notable examples are also emerging by local banks. Banks in the SEE are particularly active on Facebook, and demonstrate creative solutions for engaging audiences with their pages. |
| Publisher: | Alexander Technological Educational Institute (ATEI) of Thessaloniki, Department of Marketing Bucks New University |
| Conference name: | International Conference on Contemporary Marketing Issues (ICCMI) |
| Type of the conference item: | full paper |
| Appears in Collections: | ICCMI (2012) |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| Mitic_Kapoulas_Insights_on_the_Social_Media.pdf | 520.51 kB | Adobe PDF | View/Open |
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