FACEBOOK CONTENT ANALYSIS OF BANKS OPERATING ON SLOVAK MARKET
Journal Title: Polish Journal of Management Studies - Year 2014, Vol 10, Issue 1
Abstract
This article uses content analysis to identify the extent of users’ involvement in the corporate communication on the social network Facebook. This article focuses on the Facebook pages of the largest banking institutions operating in Slovakia - regarding the volume of their total assets in 2012. The analysis shows that the criterion for the success of the post on the largest social network Facebook is an effort to maximize the involvement of users in the corporate communication through the indicators and instruments "likes", comments and share. The positive values of correlation coefficients indicate the importance of users engaging in activities of companies. Therefore, the possibility of sharing users’ posts and the subsequent impact on the number of "likes" seems to be highly important tool for raising the Engagement Rate.<br/><br/>
Authors and Affiliations
Róbert Štefko, Radovan Bačík, Igor Fedorko
Keywords
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