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Banks corporate reputations and social media : How to appeal to Millennials ?

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Naji, Yasmine ULiège
Promotor(s) : Gruslin, Claire ULiège
Date of defense : 14-Jan-2019/25-Jan-2019 • Permalink : http://hdl.handle.net/2268.2/6209
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Title : Banks corporate reputations and social media : How to appeal to Millennials ?
Translated title : [fr] Réputation des banques et les réseaux sociaux: comment plaire aux à la Génération Y
Author : Naji, Yasmine ULiège
Date of defense  : 14-Jan-2019/25-Jan-2019
Advisor(s) : Gruslin, Claire ULiège
Committee's member(s) : Van Neuss, Leif ULiège
Goemanne, Guy 
Language : English
Number of pages : 58
Keywords : [en] reputation
[en] corporate reputation
[en] belgian banks
[en] millennials
[en] social media
[en] reputation of banks
[en] Millennials behavior
Discipline(s) : Business & economic sciences > Marketing
Target public : Student
General public
Other
Institution(s) : Université de Liège, Liège, Belgique
Degree: Master en sciences de gestion, à finalité spécialisée en Marketing
Faculty: Master thesis of the HEC-Ecole de gestion de l'Université de Liège

Abstract

[en] Reputation has always been a top priority in managers’ mind across all industries. And the financial sector is no exception. In the lights of recent events, banks have seen their reputation plummet down.
With the internet and the slow crawl towards a more digitalization in our lives, it seems that fewer banks are willing to meet face to face with their banker. Banks in Belgium are known for being pioneers in online banking. The generation Y, which makes 25% of Belgium population, has also taken a keen interest in doing its financial business online instead of going to branches.
Banks can definitely work on their corporate reputation online, by creating a feeling of trust and involvement for Millennials. This research studies the several manners that Belgian banks can use and work on in order to reconcile with Millennials and retain their attention. While several solutions were discussed, our conclusion can be summarized as such. For banks to improve their reputation and fortify their presence online, they will need to engage and appeal more to Millennials. This means that banks will need to control the type of content they share on social media, stop sharing highlights of their projects but try instead to work on pulling Millennials towards them, co-produce with them and finally make them feel involved and not just a marketing target.


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  • Naji, Yasmine ULiège Université de Liège > Master sc. gest., à fin.

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