Izvorni znanstveni članak
https://doi.org/10.1080/1331677X.2020.1773892
Local banks in social media: determinants and consequences
Krzysztof Jackowicz
Łukasz Kozłowski
Iwa Kuchciak
Monika Marcinkowska
Sažetak
In this study, we examine the determinants of social media adoption
by local banks and its consequences. We use a unique dataset
covering almost 600 local banks in Poland during the
2010–2016 period. This dataset contains information on the activity
of local banks in social media, their financial performance and
branch locations as well as the information on bank customers
obtained from sociological surveys. We find the likelihood of
social media adoption positively related to bank size and the
technological and financial sophistication of clients. We show also
that the impact of factors related to local competition is conditional
on the performance of neighboring banks already present
in social media. Finally, we establish that social media adoption
helps local banks to defend their interest margins in the environment
of low interest rates and intensifying competition. Therefore,
our study suggests that social media can be used as a tool to
develop a business model based on frequent interactions with clients
and close relationships.
Ključne riječi
Social media; banks; local competition; bank performance
Hrčak ID:
254712
URI
Datum izdavanja:
9.2.2021.
Posjeta: 609 *