Banking entities are confronting an important challenge: recovering citizens’ confidence within a context in which their image has been severely damaged and linked to deception and abusive practices and a lack of transparency. Online communication room means a bank trademark in the Web to different types of publics, of particular importance given the increasing impact of digitisation in their activity and business model. The present work deepens in the characteristics of online rooms and detects two models of predominant content, leading to two philosophies: one of informative branded content and other of press releases repository.
Abstract
Banking entities are confronting an important challenge: recovering citizens’ confidence within a context in which their image has been severely damaged and linked to deception and abusive practices and a lack of transparency. Online communication room means a bank trademark in [...]