This chapter has two main aims. First, to investigate the Facebook practices used in the U.S. banking sector with the aim of enhancing customer engagement; second, to perform a comparative analysis of the use of Facebook in this respect, among different U.S. banks. In this comparative analysis, we apply the Federal Reserve charter classification (Nationally chartered member bank, State-chartered member bank and State-chartered nonmember bank). The findings of this study contribute significantly to our understanding of the influence of social media in enhancing customer engagement. Banks, and their community managers in particular, can make use of the conclusions drawn in this study to develop future strategies to foster citizen engagement via Facebook.
La penalización, por parte de los diferentes stakeholders, de conductas impropias y poco responsables dentro del sector financiero internacional, han derivado en la adquisición de un compromiso con el desempeño socialmente responsable y su divulgación mediante las memorias de sostenibilidad. El presente estudio analiza la divulgación de información sobre responsabilidad social corporativa en el contexto de las entidades de crédito a nivel internacional, identificando qué factores influyen en el volumen de información publicada. El análisis realizado muestra una relación significativa y negativa entre la divulgación de información y los factores explicativos rentabilidad, edad y tamaño de la organización.
Although there is little doubt about the increasing use of social media, however, there is little evidence of the real success of social media in the improvement of stakeholders' participation in the hospitality sector. Within this context, this paper aims to perform a comparative analysis of the use of Facebook as a communication strategy for encouraging stakeholder engagement in hotels from Brazil, Russia and India. In general terms, the Facebook pages of Brazilian hotels present the greatest level of online engagement with their stakeholders, followed by those in India and Russia. Moreover, it should be pointed out that in the Brazilian case, stakeholders pay greater attention to answering the messages posted by hotels than to sharing the information. In contrast, in the case of Russia and India, the preferences of stakeholders are towards the spread of the information posted by this sector.
This chapter has two main aims. First, to investigate the Facebook practices used in the U.S. banking sector with the aim of enhancing customer engagement; second, to perform a comparative analysis of the use of Facebook in this respect, among different U.S. banks. In this comparative analysis, we apply the Federal Reserve charter classification (Nationally chartered member bank, State-chartered member bank and State-chartered nonmember bank). The findings of this study contribute significantly to our understanding of the influence of social media in enhancing customer engagement. Banks, and their community managers in particular, can make use of the conclusions drawn in this study to develop future strategies to foster citizen engagement via Facebook.
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