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

Understanding the motives that encourage users to adopt social media to communicate with businesses is very important. This research study was conducted with Australian banks and adds to the development of empirically tested social media adoption model consisting of technological and social communication aspects (Senadheera, 2015). This chapter presents the findings of the research study based on analysis of wall posts gathered from Australian banks’ Facebook presence in the year 2013. The research study involves a thematic analysis of frequently used words by Australian banks in their respective Facebook wall posts following an outcome of a word frequency test conducted using NVivo. This analysis was conducted with the proposed adoption model as the basis to determine whether banks’ Facebook content addresses the basic user requirements driving them to adopt social media to communicate with Australian banks. The results strengthens the robustness and the applicability of the social media adoption model.