Comportamento dos bancos no twitter e seus efeitos sobre a imagem da marca

Abstract

Currently, many organizations are using social media as tools of technology to enhance customer relationships and improve their results. In Brazil, the financial sector has used Twitter as a tool of information, communication and technology (ICT) to communicate communicating with their customers. The aim of this study is to understand how financial institutions are using social media, specifically the social network Twitter to develop the image of their brands. Therefore, we carried out a descriptive study in which we did a monitoring on Twitter of the corporate profiles and SAC (Customer Service) profiles from the five biggest Brazilian financial institutions. We analyzed the content of 1.080 Twitter messages of those financial institutions. It was found that there are differences in behavior when the institutions interact through the corporate profiles and SAC profiles. The study concludes by identifying the need of institutions adopt Twitter as a TIC tool in search of a more cohesive and aligned image with its goals. Moreover, we identified a different behavior between the private and public financial institutions in Brazil, both in relation to the use of Twitter for corporate profiles and Customer Service profiles.