Online communication rooms in banking institutions operating in Spain: Between the informative branded content and the press releases repository
DOI:
https://doi.org/10.3145/epi.2017.jul.18Keywords:
Online communication rooms, External communication, Communication 2.0, Online communication department, Banking entities, Banking sector.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 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.
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