Social Media Attacks On Reputation: A Case Of Family Bank

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School of Communication, Daystar University


ABSTRACT This study sought to understand social media attacks on reputation a case of Family bank, relating to the NYS scandal in November 2016. The objectives sought to establish the perception of the marketing and corporate communication department on the extent to which the Family bank's reputation was impacted by the social media attacks, the severity of these social media attacks on the bank’s reputation, and the strategies Family bank used to salvage its reputation. Census method was used to obtain the sample of 5 respondents, from the marketing and corporate communication department. Purposive sampling method was also used to obtain a sample from the social media page’s posts on Facebook, Twitter, and Instagram. The researcher used the mixed method where interviews were conducted on the respondents and a content analysis on social media posts. The key findings indicated that Twitter reported the highest percentage of negative sentiments of 72%, Facebook second 23% and Instagram 5%. The trending topics on the sidebar of the Twitter interface were found to create public interest and also the ability of users to tweet short texts enabled the numerous negative tweets. Further, Family bank used some of the communication strategies from the Image restoration theory (corrective action and reducing offensiveness) to mitigate the social media attacks. This study recommended that it’s important for a bank to be part of the conversation on social media when faced by social media attacks, to be able to effectively position their brand and salvage their reputation. The study recommends further study on the evaluation of the effectiveness of the strategies used to curb social media attacks.


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Media, Reputation, Family Bank


Papa Adhiambo Metrine (2023, Thesis). Social Media Attacks On Reputation: A Case Of Family Bank