Please use this identifier to cite or link to this item:
Title: Social Media Marketing Activity in Western Balkan Banking Industry
Authors: Levkov, Nikola 
Mijoska belshoska, Marina 
Jovevski, Dimitar 
Keywords: social media marketing, banking industry, Western Balkans
Issue Date: May-2015
Publisher: MIPRO Croatian Society
Conference: 38th International Convention on Information and Communication Technology, Electronics and Microelectronics (MIPRO)
Abstract: The number of people who are using social media websites is constantly growing. Customers increasingly expect banks to offer more services via social media platforms. Recent studies confirmed that customer retention is likely to increase at banks that offer a strong social media experience. This paper explores the maturity of social media use in banking service sector with particular focus on Facebook, Twitter, YouTube and LinkedIn. Empirical data have been collected mainly through visual inspection of social media accounts of major banks in Western Balkan Countries and the results have been compared and presented. Various types of indicators for measurement of social media activity have been used: number of fans, subscribers and followers, number of video views, number of posts in last 15 days, visibility of the social media channel on the official web page, social engagement and others. Based on these and other data we made quantitative comparison and qualitative analysis of the intensity of social media use in banking industry in the region of Western Balkan Countries.
Appears in Collections:Faculty of Economics 03: Journal Articles / Статии во научни списанија

Files in This Item:
File Description SizeFormat 
SocialMediaMarketingActivityinWestern.pdf818.5 kBAdobe PDFThumbnail
Show full item record

Page view(s)

checked on Apr 6, 2020


checked on Apr 6, 2020

Google ScholarTM


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.