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Social networks and their incidence in the customer-bank relationship

Abstract:

The purpose of this paper is to determine how the use of social networks in the client relationship-banks allow the promotion of financial education programs in Ecuador. The study focuses its analysis on the website www.tus finanzas.ec, initiative of the Ecuadorian bank for this type of relationship with consumers of financial products and services on the internet. It is proposed the use of metrics of the social network facebook. The results raise the need to build a solid content strategy to improve interaction and communication with users of the financial training program.