SPECIFICS OF BANKING MARKETING: THE INFLUENCE OF SOCIAL NETWORKS ON COMMUNICATION AND PROMOTION WITH CLIENTS

Social networks offer a number of benefits that contribute to the marketing activities banks from information, promotion, communication and relationship building, receiving feedback reactions, fast information sharing, interactivity other provided by digital channels. The purpose this paper is investigate how social influence promotion with their clients they facilitate banks. After theoretical part, presents results empirical research conducted through questionnaire aimed at showing determining view banks’ networks, important it for have bank on whether participate in surveys or reviews your help improve its products services according needs desires. indicate among clients, provide clients. According survey, 47.1% respondents do not follow banks, unlike 52.9% who positive experiences regard notices share profile. Although most are opinion be present order collect data different market segments, promotional activities. instant messaging which influences development customer relationships. Promotional campaigns resulted selection more detailed 45.3% particular product service ultimately ended products, 15.1% immediately opted promoted service, 30 , 2% asked additional about same. 24.4% participated various new always happy leave media fill out survey. 36% sometimes these activities, while 39.6% reluctant reviews. Banking specific regardless channels, there still some uncertainty customers use understanding. Ultimately, provoke certain but when comes banking as well services, part tradition Conclusions based represent valuable knowledge only can basis further impact attitudes preferences