The Image Management Strategy Through Social Networks. An Analysis of the Banking Environment in Romania

Abstract

Online self-presentation methods are becoming more and more difficult to manage today because communication technology limits user control over the information they use to strategically present themselves. By comparing older communications platforms (e.g., online chat rooms) where all the information was provided, today’s web is defined by user-generated content and allows both sides to communicate in a public environment. While self-presentation and impression management are similar concepts that are closely related, there is a consensus in the literature that impression management is a process by which individuals try to control the image that others are forming about those individuals or organizations. The size and diversity of online social networks are associated also with strategic self-representations as actions in which individuals present themselves in a way that suits the audience’s expectations. Clearly, self-disclosure is an essential mechanism in developing and maintaining relationships. Therefore, the larger the size of the online social networks, the more individuals need to provide more information about themselves. The present paper aims to briefly present the ways of communication and promotion of the banks in Romania through the online environment and especially the identification and analysis of the ways in which those banks communicate and promote through the Facebook social network. To achieve the goal, a descriptive research was conducted, using the content analysis as the research method and the frequency analysis as a technique. A theoretical sampling and a partially guided sampling method based on accessibility (availability) was carried out. The universe of research was constituted by all the banks in Romania, according to the list from the official website of the National Bank of Romania (from April 2018), and the sample is represented by those banks in the list that meet the criterion of having an official website. Thus, the volume of the sample included in the analysis is 18 cases. The research tool (analysis grid) for the Facebook page contains four major categories of information provided directly on the page: visual content, written content (status) consisting of page postings, company base information and content of Facebook activities. Content analysis of the Facebook pages has proven to be a useful way to research the information promoted by banks in the online environment. Using Facebook can help banks communicate with as many customers as possible in the shortest possible time. In most cases, banks prefer the use of photos, videos, posts and events to promote their image by using social networks, such as Facebook.