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

2.50
Hdl Handle:
http://hdl.handle.net/10547/622320
Title:
Factors shaping attitudes towards UK bank brands: an exploratory analysis of social media data
Authors:
Mogaji, Emmanuel ( 0000-0003-0544-4842 ) ; Farinloye, Temitope ( 0000-0002-9196-5494 ) ; Aririguzoh, Stella
Abstract:
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.
Citation:
Mogaji E., Farinloye T, Aririguzoh S (2016) 'Factors shaping attitudes towards UK bank brands: an exploratory analysis of social media data', Cogent Business and Management, 3 (1223389).
Publisher:
Cogent OA
Journal:
Cogent Business and Management
Issue Date:
29-Aug-2016
URI:
http://hdl.handle.net/10547/622320
DOI:
10.1080/23311975.2016.1223389
Additional Links:
https://www.cogentoa.com/article/10.1080/23311975.2016.1223389
Type:
Article
Language:
en
ISSN:
2331-1975
Appears in Collections:
Marketing

Full metadata record

DC FieldValue Language
dc.contributor.authorMogaji, Emmanuelen
dc.contributor.authorFarinloye, Temitopeen
dc.contributor.authorAririguzoh, Stellaen
dc.date.accessioned2017-10-24T16:35:50Z-
dc.date.available2017-10-24T16:35:50Z-
dc.date.issued2016-08-29-
dc.identifier.citationMogaji E., Farinloye T, Aririguzoh S (2016) 'Factors shaping attitudes towards UK bank brands: an exploratory analysis of social media data', Cogent Business and Management, 3 (1223389).en
dc.identifier.issn2331-1975-
dc.identifier.doi10.1080/23311975.2016.1223389-
dc.identifier.urihttp://hdl.handle.net/10547/622320-
dc.description.abstractSocial 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.en
dc.language.isoenen
dc.publisherCogent OAen
dc.relation.urlhttps://www.cogentoa.com/article/10.1080/23311975.2016.1223389en
dc.rightsGreen - can archive pre-print and post-print or publisher's version/PDF-
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/*
dc.subjectbanksen
dc.subjectbankingen
dc.subjectbrand communicationen
dc.subjectemotional brandingen
dc.titleFactors shaping attitudes towards UK bank brands: an exploratory analysis of social media dataen
dc.typeArticleen
dc.identifier.journalCogent Business and Managementen
dc.date.updated2017-10-24T16:25:48Z-
dc.description.noteopen access-
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