The Impact of Social Media on Customer Engagement with U.S. Banks

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Author(s): Arturo Haro-de-Rosario (University of Almería, Spain), Laura Saraite (University of Almería, Spain), Alejandro Sáez-Martin (University of Almería, Spain)and María del Carmen Caba-Pérez (University of Almería, Spain)
Copyright: 2017
Pages: 19
Source title: Strategic Uses of Social Media for Improved Customer Retention
Source Author(s)/Editor(s): Wafaa Al-Rabayah (Independent Researcher, Jordan), Rawan Khasawneh (Jordan University of Science and Technology, Jordan), Rasha Abu-shamaa (Yarmouk University, Jordan)and Izzat Alsmadi (Boise State University, USA)
DOI: 10.4018/978-1-5225-1686-6.ch008

Keywords: Business & Management / Business Science Reference / Marketing

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Abstract

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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The Impact of Social Media on Customer Engagement with U.S. Banks

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