The Dutch financial sector and social media. A research on the influence of social media on the image of the Dutch banking sector

      Аннотация: The last couple of years, two of the main topics covered by the media were the financial crisis and social media. With examples of stable banks turning into bankrupt businesses the interest was quickly captured to research this. Was it true that social media could make banks collapse? This research has been conducted to find out which relationship exist between social media and the Dutch financial sector. The report focuses on the image of the financial sector before and during the crisis and on the application of social media as a communication tool. To obtain data and information of customers a survey has been conducted for this research. Recommendations are given for financial institutions on how to apply social media in their internal and external communication strategy and accordingly in their communication activities.

Ключевые слова: Communication, Social Media, Financial crisis, The Netherlands, Finances, Banking