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Facebook content analysis: a study into Australian banks' social media community engagement

Senadheera, Vindaya, Warren, Matthew, Leitch, Shona and Pye, Graeme 2016, Facebook content analysis: a study into Australian banks' social media community engagement. In Hai-Jew, Shalin (ed), Social media data extraction and content analysis, IGI Global, Hershey, Pa., pp.412-432.

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Title Facebook content analysis: a study into Australian banks' social media community engagement
Author(s) Senadheera, Vindaya
Warren, Matthew
Leitch, Shona
Pye, Graeme
Title of book Social media data extraction and content analysis
Editor(s) Hai-Jew, Shalin
Publication date 2016
Chapter number 13
Total chapters 14
Start page 412
End page 432
Total pages 21
Publisher IGI Global
Place of Publication Hershey, Pa.
Keyword(s) computers
social media
online community
Summary Understanding the motives that encourage users to adopt social media to communicate with businessesis very important. This research study was conducted with Australian banks and adds to the developmentof empirically tested social media adoption model consisting of technological and social communicationaspects (Senadheera, 2015). This chapter presents the findings of the research study based on analysisof wall posts gathered from Australian banks’ Facebook presence in the year 2013. The research studyinvolves a thematic analysis of frequently used words by Australian banks in their respective Facebookwall posts following an outcome of a word frequency test conducted using NVivo. This analysis wasconducted with the proposed adoption model as the basis to determine whether banks’ Facebook contentaddresses the basic user requirements driving them to adopt social media to communicate with Australianbanks. The results strengthens the robustness and the applicability of the social media adoption model.
ISBN 1522506497
9781522506492
Language eng
Field of Research 080602 Computer-Human Interaction
Socio Economic Objective 970115 Expanding Knowledge in Commerce
HERDC Research category BN Other book chapter, or book chapter not attributed to Deakin
Copyright notice ©2017, IGI Global
Persistent URL http://hdl.handle.net/10536/DRO/DU:30085533

Document type: Book Chapter
Collection: Department of Information Systems and Business Analytics
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