The social media faces of major global financial service brands

Mana Farshid, Kirk Plangger, Deon Nel

    Research output: Contribution to journalArticlepeer-review

    12 Citations (Scopus)

    Abstract

    With the advent of social media, brand management has become not only more difficult, but also increasingly critical to the credibility and reputation of firms. Moreover, consumer-generated content and its rapid diffusion takes control over advertising-intended messages away from brand managers. Financial services brand managers will not fully be able to control the destinies of their brands, but at the very least they need to be involved in the conversations that speak about their brand. This article suggests a powerful analytical tool Chernoff Faces, which can add to financial service brand managers' arsenal.

    Original languageEnglish
    Pages (from-to)220-229
    Number of pages10
    JournalJournal of Financial Services Marketing
    Volume16
    Issue number3/4
    DOIs
    Publication statusPublished - Dec 2011

    Keywords

    • analytical tools
    • brand management
    • Chernoff Faces
    • financial service brands
    • social media

    Fingerprint Dive into the research topics of 'The social media faces of major global financial service brands'. Together they form a unique fingerprint.

    Cite this