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The social media faces of major global financial service brands
Authors:Mana Farshid  Kirk Plangger  Deon Nel
Institution:1.Beedie School of Business, Simon Fraser University,Vancouver,Canada
Abstract:With the advent of social media, brand management has become not only more difficult, but also increasingly critical to the credibility and reputation of firms. Moreover, consumer-generated content and its rapid diffusion takes control over advertising-intended messages away from brand managers. Financial services brand managers will not fully be able to control the destinies of their brands, but at the very least they need to be involved in the conversations that speak about their brand. This article suggests a powerful analytical tool Chernoff Faces, which can add to financial service brand managers’ arsenal.
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