Advertisement

Impression Management Through Websites: An Analysis of the Romanian Banking Industry

  • Victor-Alexandru BriciuEmail author
  • Arabela Briciu
  • Ştefania-Maria Găitan
Conference paper
  • 54 Downloads
Part of the Springer Proceedings in Business and Economics book series (SPBE)

Abstract

Modern corporations invest time and resources to build a favorable image among consumers, using a vast array of communication channels. It is in the interest of companies to manage the impressions and perceptions of individuals in order to create or maintain a strong corporate identity. The present paper aims to identify and analyze the ways in which banks communicate and promote through their official website as an online impression management strategy. To achieve the goal, a descriptive research was conducted, using the content analysis as the research method. A theoretical sampling and a partially guided sampling method based on accessibility (availability) was carried out. The corpus of research was constituted by all the Romanian banks and the sample is represented by those banks that have an official website, resulting 18 cases. The research tool (analysis grid) contains five categories of information, based on the content and structure of the official websites of the selected banks. The study provides an overview of new media communication in the Romanian banking context, as they choose to communicate and promote themselves using the official website to create an online presence. From this point of view, they need to pay special attention to the structure, design and content of their site, because any symbol counts in creating an online reputation. Managers do not have to forget that the reputation in the online environment inevitably influences the offline one, so they should consider the opportunities for managing the impressions on the Internet.

Keywords

Impression management Online environment Content analysis 

References

  1. 1.
    Rui JR, Stefanone M (2013) Strategic image management online: self-presentation, self-esteem and social network perspectives. Inf Commun Soc 16:1–20.  https://doi.org/10.1080/1369118X.2013.763834 CrossRefGoogle Scholar
  2. 2.
    Winter SJ, Saunders C, Hart P (2003) Electronic window dressing: impression management with Websites. Eur J Inf Syst 12:309–322.  https://doi.org/10.1057/palgrave.ejis.3000470 CrossRefGoogle Scholar
  3. 3.
    Goffman E (1959) The presentation of self in everyday life. Doubleday Anchor, Garden City, NYGoogle Scholar
  4. 4.
    Connolly-Ahern C, Broadway SC (2007) The importance of appearing competent: an analysis of corporate impression management strategies on the World Wide Web. Public Relat Rev 33:343–345.  https://doi.org/10.1016/j.pubrev.2007.05.017 CrossRefGoogle Scholar
  5. 5.
    Briciu VA, Nechita F, Demeter R, Kavoura A (2019) Minding the gap between perceived and projected destination image by using information and communication platforms and software. Int J Comput Methods Herit Sci 3:1–17.  https://doi.org/10.4018/IJCMHS.2019070101 CrossRefGoogle Scholar
  6. 6.
    Kavoura A, Stavrianea A (2015) Following and belonging to an online travel community in social media, its shared characteristics and gender differences. Procedia Soc Behav Sci 175:515–521.  https://doi.org/10.1016/j.sbspro.2015.01.1231 CrossRefGoogle Scholar
  7. 7.
    Briciu VA, Demeter R, Nechita F, Kavoura A, Briciu A (2019) A proposed online platform for ranking place brands identity characteristics of official tourism websites. In: Kavoura A, Kefallonitis E, Giovanis A (eds) Strategic innovative marketing and tourism. Springer, Cham, pp 755–762.  https://doi.org/10.1007/978-3-030-12453-3 CrossRefGoogle Scholar
  8. 8.
    Kavoura A (2014) Social media, online imagined communities and communication research. Libr Rev 63:490–504.  https://doi.org/10.1108/LR-06-2014-0076 CrossRefGoogle Scholar
  9. 9.
    Nechita F, Briciu A (2013) Mijloace de promovare: note de curs, aplicaţii, studii de caz/Promotional tools: course notes, applications, case studies. Transilvania University Press, BrasovGoogle Scholar
  10. 10.
    Pollach I, Pinterits A, Treiblmaier H (2006) Environmental web sites: an empirical investigation of functionality and accessibility. In: Proceedings of the 39th Hawaii international conference on system sciences. IEEE Press, Kauia.  https://doi.org/10.1109/HICSS.2006.158 CrossRefGoogle Scholar
  11. 11.
    Miranda FJ, Cortés R, Barriuso C (2006) Quantitative evaluation of e-banking web sites: an empirical study of Spanish banks. Electronc J Inf Syst Eval 9:73–82Google Scholar

Copyright information

© Springer Nature Switzerland AG 2020

Authors and Affiliations

  • Victor-Alexandru Briciu
    • 1
    Email author
  • Arabela Briciu
    • 1
  • Ştefania-Maria Găitan
    • 1
  1. 1.Transilvania University of BrașovBrașovRomania

Personalised recommendations