What is it about?
We acknowledge that Facebook has given customers closer access to brands. In this paper, we present the results of an analysis of customer comments on the online advertisements of 10 UK banks in order to understand what shapes customer attitudes to banks.
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Why is it important?
As it has been widely reported in the news that the global financial crisis has made people resent banks, we have identified seven factors that make UK customers like or dislike their banks. These factors relate to services, innovative products, charges and branch closures (in the wake of increased mobile and online banking). We anticipate that banks will look into these factors to see how they can improve their services, reward loyalty and offer good products. As well as providing more insight into UK bank brands, we have also been able to demonstrate the power of social media data to provide us with an understanding of consumer attitudes to brands
Perspectives
The study has significant theoretical and marketing practice implications for academics, advertisers, brand managers and social media marketing. It enhances our understanding of the factors shaping consumer attitude to bank brands. The study contributes to the existing research on attitudes to advertisements and brands, especially of financial service providers, in a number of ways.
Dr Emmanuel Mogaji
University of Bedfordshire
Read the Original
This page is a summary of: Factors shaping attitudes towards UK bank brands: An exploratory analysis of social media data, Cogent Business & Management, August 2016, Taylor & Francis,
DOI: 10.1080/23311975.2016.1223389.
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