The role of Facebook in banks marketing activity Cover Image

Rola Facebooka w działalności marketingowej banków
The role of Facebook in banks marketing activity

Author(s): Marika Świeszczak, Krzysztof Świeszczak
Subject(s): Media studies, Theory of Communication
Published by: Wydawnictwo Uniwersytetu Jagiellońskiego
Keywords: Facebook; marketing activity; social media; banks

Summary/Abstract: Social media has become an integral part of the life of modern society. Facebook is the most popular social media, his role was primarily to share information about your friends and share with them any content. Currently, the possibility of use Facebook are more widely, among other things enables banks to forming relationships with customers (current and potential). The benefits of social networking are double-sided – for consumers it is a form of access to banking services, for financial institutions access to information about the behavior and needs of their customers. The aim of this article is to present the role of Facebook in banks marketing activity in the context of social media. The article will be shown directions of the use of Facebook by selected banks, as well as will be described marketing activity of these institutions to their profiles on social networking sites.

  • Issue Year: 4/2016
  • Issue No: 4
  • Page Range: 255-265
  • Page Count: 11
  • Language: Polish