Zuckerbergs or Luddites? The Use of Social Media by Senior Executives in the Banking Industry

Many organisations are starting to use social media for business purposes, although some industries are more advanced than others. This paper looks at the banking industry, and focuses specifically on how senior executives in this industry perceive social media and its value. Hence this paper is an exploratory interpretive study of the attitudes of senior banking executives to social media. Assuming that senior executives have a significant influence on the adoption of social media within their organization, this study throws some light on its potential uptake within the banking industry.