Web 2.0 technologies and banking management: The portuguese context

Abstract

The present research intends to analyze the maturity of the use of Web 2.0 technologies in the Portuguese bank sector, trying to determine which one of these institutions is more present in social networks and best practices. Technological change is the major cause of most of the changes that have taken place worldwide, from cultural, social, political, economic, personal and even psychological changes. It was determined as a general objective: to identify what is the information that different institutions put in the most popular social networks (i.e. Facebook, LinkedIn and twitter). In order to integrate research in the field of study, the several interactions of the institution and the clients in the Web 2.0 were regularly analyzed; in this case, the Facebook official page of the institution and the aggregated pages of the same social network that can assume the same role of direct contact between the institutional image and the clients and users. The observation was carried out for two weeks: from the last week of May 2017 (22nd to 26th) to the first week of June 2017 (5th to 9th). The difference between the two institutions is in the degree of specialization carried out on thematic pages.