[雙語(yǔ)翻譯]外文翻譯--金融服務(wù)中的社交媒體——一個(gè)理論視角

1、2900 英文單詞， 英文單詞，1.6 萬(wàn)英文字符，中文 萬(wàn)英文字符，中文 4900 字文獻(xiàn)出處： 文獻(xiàn)出處：Kumar K S V , Rama Devi V . Social Media in Financial Services-A Theoretocal Perspective[J]. Procedia Economics Financial Institution; Financial Services1. Introduc

2、tionSocial media usage had definitely increased over a period of time. Social media is the undisputed king of the Internet especially in India. The financial services industry has trailed behind other sectors in social m

3、edia, but in 2013 the industry is poised to make a leap forward. A recent report by KPMG on the impact of social media on financial services, reveals that banks (like other industries) have an immense untapped opportunit

4、y to monitor social networks, analyze trends, and engage with customers to create relationships.Social media is a great way for customers to learn more about financial institutions and deepen relationships. Social media

5、has emerged as the platform that will decide many of the winners of tomorrow’s connected enterprise. In the area of financial services, initial initiatives saw banks seeking to understand customer opinions about bank pro

6、ducts and service experiences. Later it evolved to a more proactive role of responding to customer feedback quickly. Today, financial institutions around the world are working overtime to develop the Connected Customer a

7、n extensive knowledge of the discussion topic. Then there are “minglers”, referring to those that do not participate regularly, “devotees” are enthusiastic members, while the “insider” possesses expert knowledge. Both “d

8、evotees” and “insiders” exhibit strong social and emotional ties to the network (Quinton and Harridge-March, 2010). According to Kozinet (2010), far more people are willing to join a community than contribute to it. Abou

9、t 1/10 of 1 per cent will write on the wall, and tiny fractions of this will post photos or videos, or reply to discussion topics. Kozinet calls such communities “semiquasi- not quite- communities” (Kozinet, 2010).Word-o

10、f-mouth being an important tool of communication, social media can access and benefit from it. Electronically word-of-mouth occurs when people discuss products, brands and services among each other on the Internet. Some

11、consumers might have tried a product before, and can thus recommend it, or not recommend it to other consumers. Positive word-of-mouth can be viewed as a customer’s willingness to recommend a product to others (Gruen, Os

12、menbekov and Czaplewski, 2006). WOM of this nature is motivated by the desire to spread knowledge, help others, or even warn them against poor service and products (Kozinets, de Valck, Wojnicki and Wilner, 2010). Word-of

13、-mouth is viewed as a social force that has a huge impact on consumer’s purchase decisions. Some scholars have even argued that WOM is more influential than traditional marketing tools (Kozinets, de Valck, Wojnicki and W

14、ilner, 2010).Research also shows that marketers should not panic by negative word of mouth. A little negative WOM together with positive adds credibility. Other researchers argue that it is the volume of WOM, and not the

15、ir negative and positive valence that matters (Kozinets, de Valck, Wojnicki and Wilner, 2010). Agresta and Bonin Bough (2011) suggest that if inappropriate comments from a customer occur in a business-sponsored community

16、, the advice is to not respond, or respond offline. The reason for not responding is that a business does not want its social media space to be crowded with information of no value. If the complaint or negative comment i

17、s based on inaccurate information, the business should answer immediately and try to correct the misinformation. If someone is just looking to steer up trouble, a business should not respond. This is because a response m

18、ight just encourage the person to a negative discussion that will color the social media room. A suggestion from practitioners is to encourage the customers to make contact with the company through a more private line, w

19、here the problem can be dealt with away from the public sphere (Agresta and Bonin Bough, 2011). Even if online discussions can generate some unfavorable comments for all to see, such forums provide marketers with the opp

20、ortunity to follow a discussion about their brand. They can see the initial post, who has commented on what, and in general what response it has generated. This is not possible for word-of-mouth that happen offline (Quin

21、ton and Harridge- March, 2010).Lately, researchers have been giving more attention to organization-sponsored communities and their potential (Berger and Messerschmidt, 2009). These are communities that are started up, or

22、 sponsored by companies. The fact that consumers use these communities to research new products and form relationships is a major argument for organizations to sponsor online communities that facilitates word-of-mouth ab

23、out their product (Berger and Messerschmidt, 2009). It is also argued that since the relationships, which are formed in these networks, are grounded in social bonds, they are hard to copy by competitors. Social networks

24、can be powerful and create a competitive advantage (Quinton and Harridge-March, 2010). However, a social network is not built up around information sharing alone, but also around trust, friendship and alliances. One shou