Insights on the Social Media Uptake by Retail Banks in the South-East Europe (Conference presentation)

Mitic, M./ Kapoulas, A./ Καπουλάς, Α.

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dc.contributor.authorMitic, M.en
dc.contributor.authorKapoulas, A.en
dc.contributor.otherΚαπουλάς, Α.el
dc.identifier.citationInternational Conference on Contemporary Marketing Issues (ICCMI) 13 – 15 June 2012 Thessaloniki, Greece-
dc.descriptionΆρθρο Συνεδρίου--ΑΤΕΙΘ, 2012-
dc.relation.ispartofInternational Conference on Contemporary Marketing Issues (ICCMI)-
dc.rightsDefault License-
dc.rightsΤο τεκμήριο πιθανώς υπόκειται σε σχετική με τα Πνευματικά Δικαιώματα νομοθεσία-
dc.rightsThis item is probably protected by Copyright Legislation-
dc.subjectWeb 2.0en
dc.subjectSocial Mediaen
dc.subjectRetail bankingen
dc.subjectBank marketingen
dc.subjectSoutheast Europeen
dc.subjectΜέσα κοινωνικής δικτύωσηςel
dc.subjectΛιανική τραπεζικήel
dc.subjectΜάρκετινγκ τραπέζηςel
dc.subjectΝοτιοανατολική Ευρώπηel
dc.titleInsights on the Social Media Uptake by Retail Banks in the South-East Europeen
heal.type.enConference presentationen
heal.recordProviderΣχολή Διοίκησης και Οικονομίας / Τμήμα Διοίκησης Επιχειρήσεωνel
heal.bibliographicCitationMitic, 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.en
heal.abstractIn 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.en
heal.publisherAlexander Technological Educational Institute (ATEI) of Thessaloniki, Department of Marketingen
heal.publisherBucks New Universityen
heal.conferenceNameInternational Conference on Contemporary Marketing Issues (ICCMI)en
heal.conferenceItemTypefull paper-
heal.type.elΔημοσίευση σε συνέδριοel
Appears in Collections:ICCMI (2012)

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