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Analysis of the commercial management models of the financial system of Ecuador in social media

Abstract:

The evolution in the use of social media has raised a new communication paradigm, that is changing people's behavior, their way to create relationships and doing business; this evolution is visible in the use of social media, that every day increase their followeŕs number, aspect that create a business opportunity for companies, among them the banks, who see in them an economic and effective opportunity to approach and know the market, as well as to generate engagement with their target audience. This research is focused on analyzing the business management models of the Ecuador's financial institutions on Facebook. This was done considering the activity of the private banks with more followers and the work they do on this social network. The results presented here, were obtained with the help of the online analysis tool, Fanpage Karma.