Analysis of the commercial management models of the financial system of Ecuador in social media

The evolution in the use of social media has raised a new communication paradigm, that is changing people's behavior, their way to create relationships and doing business; this evolution is visible in the use of social media, that every day increase their follower´s number, aspect that create a...

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Published in2020 15th Iberian Conference on Information Systems and Technologies (CISTI) pp. 1 - 6
Main Authors Toledo-Macas, Ronald-Kleiner, Zumba-Zuniga, Maria-Fernanda, Torres-Pereira, Gerardo
Format Conference Proceeding
LanguageEnglish
Published AISTI 01.06.2020
Subjects
Analytical models
banks
Biological system modeling
Business
Facebook
Fanpage Karma
Information systems
social media
Twitter
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Summary:The evolution in the use of social media has raised a new communication paradigm, that is changing people's behavior, their way to create relationships and doing business; this evolution is visible in the use of social media, that every day increase their follower´s number, aspect that create a business opportunity for companies, among them the banks, who see in them an economic and effective opportunity to approach and know the market, as well as to generate engagement with their target audience. This research is focused on analyzing the business management models of the Ecuador's financial institutions on Facebook. This was done considering the activity of the private banks with more followers and the work they do on this social network. The results presented here, were obtained with the help of the online analysis tool, Fanpage Karma.
DOI:10.23919/CISTI49556.2020.9141052