Online communication rooms in banking institutions operating in Spain: Between the informative branded content and the press releases repository

被引：3
作者：
Costa-Sanchez, Carmen [1 ]
机构：
[1] Univ A Coruna, Fac Ciencias Comunicac, Campus Elvina S-N, La Coruna 15071, Spain
来源：
PROFESIONAL DE LA INFORMACION | 2017年 / 26卷 / 04期
关键词：
Online communication rooms; External communication; Communication; 2.0; Online communication department; Banking entities; Banking sector; MEDIA RELATIONS;
D O I：
10.3145/epi.2017.jul.18
中图分类号：
G2 [信息与知识传播];
学科分类号：
05 ; 0503 ;
摘要：
Banking entities are confronting an important challenge: recovering citizens' confidence within a context in which their image has been severely damaged and linked to deception and abusive practices and a lack of transparency. Online communication room means a bank trademark in the Web to different types of publics, of particular importance given the increasing impact of digitisation in their activity and business model. The present work deepens in the characteristics of online rooms and detects two models of predominant content, leading to two philosophies: one of informative branded content and other of press releases repository.
引用
收藏
页码：745 / 755
页数：11
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