THE IMAGE MANAGEMENT STRATEGY THROUGH SOCIAL NETWORKS. AN ANALYSIS OF THE BANKING ENVIRONMENT IN ROMANIA
THE IMAGE MANAGEMENT STRATEGY THROUGH SOCIAL NETWORKS. AN ANALYSIS OF THE BANKING ENVIRONMENT IN ROMANIA

Author(s): Victor-Alexandru Briciu, Arabela Briciu, Ștefania – Maria Găitan
Subject(s): ICT Information and Communications Technologies, Socio-Economic Research
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: image; image management; social networks; banks; content analysis;
Summary/Abstract: Online self-presentation methods are becoming more and more difficult to manage today because communication technology limits user control over the information they use to strategically present themselves. By comparing older communications platforms (e.g., online chat rooms) where all the information was provided, today’s web is defined by user-generated content and allows both sides to communicate in a public environment. While self-presentation and impression management are similar concepts that are closely related, there is a consensus in the literature that impression management is a process by which individuals try to control the image that others are forming about those individuals or organizations. The size and diversity of online social networks are associated also with strategic self-representations as actions in which individuals present themselves in a way that suits the audience’s expectations. Clearly, self-disclosure is an essential mechanism in developing and maintaining relationships. Therefore, the larger the size of the online social networks, the more individuals need to provide more information about themselves. The present paper aims to briefly present the ways of communication and promotion of the banks in Romania through the online environment and especially the identification and analysis of the ways in which those banks communicate and promote through the Facebook social network.

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