Banks on twitter

This paper aims to understand the structure and the dynamics of customer interactions with banks by social media. We use those interactions as a proxy to develop a social media strategy with visual analytics tools. Thus, this paper presents a visual analytics evaluation for some Colombian banks to i...

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Autores:
Tipo de recurso:
Article of journal
Fecha de publicación:
2022
Institución:
Universidad de Bogotá Jorge Tadeo Lozano
Repositorio:
Expeditio: repositorio UTadeo
Idioma:
eng
OAI Identifier:
oai:expeditiorepositorio.utadeo.edu.co:20.500.12010/28011
Acceso en línea:
https://jestec.taylors.edu.my/Vol%2017%20Issue%201%20February%20%202022/17_1_11.pdf
http://hdl.handle.net/20.500.12010/28011
http://expeditiorepositorio.utadeo.edu.co
Palabra clave:
Banking
Competitive intelligence
Data visualization
Redes sociales en línea
Bases de datos
Minería de datos
Rights
License
Abierto (Texto Completo)
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repository_id_str
dc.title.spa.fl_str_mv Banks on twitter
dc.title.subtitle.eng.fl_str_mv from single message to visual analytics strategies
title Banks on twitter
spellingShingle Banks on twitter
Banking
Competitive intelligence
Data visualization
Redes sociales en línea
Bases de datos
Minería de datos
title_short Banks on twitter
title_full Banks on twitter
title_fullStr Banks on twitter
title_full_unstemmed Banks on twitter
title_sort Banks on twitter
dc.subject.spa.fl_str_mv Banking
Competitive intelligence
Data visualization
topic Banking
Competitive intelligence
Data visualization
Redes sociales en línea
Bases de datos
Minería de datos
dc.subject.lemb.spa.fl_str_mv Redes sociales en línea
Bases de datos
Minería de datos
description This paper aims to understand the structure and the dynamics of customer interactions with banks by social media. We use those interactions as a proxy to develop a social media strategy with visual analytics tools. Thus, this paper presents a visual analytics evaluation for some Colombian banks to identify the customer sensation about services and products through social media and their temporal interactions. Our approach detects those visual analytics allowed banks to understand the brand situation, products, services, and the implementation of social media strategies on a temporal small-scale. Findings provide advances in the real effects of Colombian banks' social media strategy and the low yields for investment in brand building strategy. We concluded that banks need to implement a social media strategy under the data-driven concept, where the added value will be customer acquisition and retention.
publishDate 2022
dc.date.accessioned.none.fl_str_mv 2022-08-23T16:38:41Z
dc.date.available.none.fl_str_mv 2022-08-23T16:38:41Z
dc.date.created.none.fl_str_mv 2022
dc.type.coar.fl_str_mv http://purl.org/coar/resource_type/c_2df8fbb1
dc.type.local.spa.fl_str_mv Artículo
dc.type.driver.spa.fl_str_mv info:eu-repo/semantics/article
dc.type.coar.spa.fl_str_mv http://purl.org/coar/resource_type/c_6501
format http://purl.org/coar/resource_type/c_6501
dc.identifier.issn.spa.fl_str_mv 1823-4690
dc.identifier.other.spa.fl_str_mv https://jestec.taylors.edu.my/Vol%2017%20Issue%201%20February%20%202022/17_1_11.pdf
dc.identifier.uri.none.fl_str_mv http://hdl.handle.net/20.500.12010/28011
dc.identifier.repourl.spa.fl_str_mv http://expeditiorepositorio.utadeo.edu.co
dc.identifier.orcid.spa.fl_str_mv
identifier_str_mv 1823-4690

url https://jestec.taylors.edu.my/Vol%2017%20Issue%201%20February%20%202022/17_1_11.pdf
http://hdl.handle.net/20.500.12010/28011
http://expeditiorepositorio.utadeo.edu.co
dc.language.iso.spa.fl_str_mv eng
language eng
dc.rights.coar.fl_str_mv http://purl.org/coar/access_right/c_abf2
dc.rights.local.spa.fl_str_mv Abierto (Texto Completo)
rights_invalid_str_mv Abierto (Texto Completo)
http://purl.org/coar/access_right/c_abf2
dc.format.extent.spa.fl_str_mv 18 páginas
dc.format.mimetype.spa.fl_str_mv application/pdf
dc.format.rda.spa.fl_str_mv 1 recurso en línea (archivo de texto)
dc.coverage.spatial.spa.fl_str_mv Colombia
dc.publisher.spa.fl_str_mv Bogotá : Universidad de Bogotá Jorge Tadeo Lozano, 2021
institution Universidad de Bogotá Jorge Tadeo Lozano
bitstream.url.fl_str_mv https://expeditiorepositorio.utadeo.edu.co/bitstream/20.500.12010/28011/2/license.txt
https://expeditiorepositorio.utadeo.edu.co/bitstream/20.500.12010/28011/3/Captura.PNG
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bitstream.checksumAlgorithm.fl_str_mv MD5
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repository.name.fl_str_mv Repositorio Institucional - Universidad Jorge Tadeo Lozano
repository.mail.fl_str_mv expeditiorepositorio@utadeo.edu.co
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spelling Colombia2022-08-23T16:38:41Z2022-08-23T16:38:41Z20221823-4690https://jestec.taylors.edu.my/Vol%2017%20Issue%201%20February%20%202022/17_1_11.pdfhttp://hdl.handle.net/20.500.12010/28011http://expeditiorepositorio.utadeo.edu.coThis paper aims to understand the structure and the dynamics of customer interactions with banks by social media. We use those interactions as a proxy to develop a social media strategy with visual analytics tools. Thus, this paper presents a visual analytics evaluation for some Colombian banks to identify the customer sensation about services and products through social media and their temporal interactions. Our approach detects those visual analytics allowed banks to understand the brand situation, products, services, and the implementation of social media strategies on a temporal small-scale. Findings provide advances in the real effects of Colombian banks' social media strategy and the low yields for investment in brand building strategy. We concluded that banks need to implement a social media strategy under the data-driven concept, where the added value will be customer acquisition and retention.18 páginasapplication/pdf1 recurso en línea (archivo de texto)engBogotá : Universidad de Bogotá Jorge Tadeo Lozano, 2021BankingCompetitive intelligenceData visualizationRedes sociales en líneaBases de datosMinería de datosBanks on twitterfrom single message to visual analytics strategiesArtículoinfo:eu-repo/semantics/articlehttp://purl.org/coar/resource_type/c_6501http://purl.org/coar/resource_type/c_2df8fbb1Abierto (Texto Completo)http://purl.org/coar/access_right/c_abf2Granados, Oscar M.García-Bedoya, OlmerRomero, Fran E.LICENSElicense.txtlicense.txttext/plain; charset=utf-82938https://expeditiorepositorio.utadeo.edu.co/bitstream/20.500.12010/28011/2/license.txtbaba314677a6b940f072575a13bb6906MD52open accessTHUMBNAILCaptura.PNGCaptura.PNGImagenimage/png32858https://expeditiorepositorio.utadeo.edu.co/bitstream/20.500.12010/28011/3/Captura.PNG9dcb0ab903efdb5661fa8ed4255a49d1MD53open access20.500.12010/28011oai:expeditiorepositorio.utadeo.edu.co:20.500.12010/280112023-08-25 14:57:53.773metadata only accessRepositorio Institucional - Universidad Jorge Tadeo Lozanoexpeditiorepositorio@utadeo.edu.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