Social media and bank performance

• Main Authors: CHOU-CHING, 周擎
• Other Authors: YEN, JU-FANG
• Format: Others
• Language: en_US
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/uc4238

碩士 === 國立臺北大學 === 統計學系 === 106 === Traditionally, customer and owner finished their trading face to face. However, it took too much time for people to go to the trading center and there existed so much unstable factors that may cause people lazy to get out. People now use the internet to solve the problem of distance such that social media platforms play a great part in customer engagement and communication. In this study, we investigate how commercial banks manage their Facebook, the most popular platform in the US over recent years, and whether the efficiency of the social media management can be translated into bank performance. Through the data on fans’ likes and comments and the bank’s posts on their Facebook, we find evidence showing a positive association between the management of social media and bank performance, including loan growth, operating and stock performance. Furthermore, we find the results mainly concentrate on the sample of large banks. The results indicate that banks can effectively benefit from using and managing social media for businesses, especially for large banks, and thus help explain why more and more businesses are now relying on social media to boost their success.