A Proposal to Measure Banks' Reputation Using Twitter

Reputation is a special issue for financial institutions, particularly nowadays due to the great pressure they are facing as a consequence of the recent financial crisis. However, in banking literature, while the concept of reputation is rather obvious, more efforts must be made to develop a measurable notion of Corporate Reputation (CR) and of its changes over time (Reputational Risk, RR). This paper proposes a new perspective to the analysis and measurement of reputation in banking industry, directly focused on stakeholders’ opinions. In detail, after some theoretical and practical reflections, we present a pilot study, using data from Twitter, to test a methodology and to offer some future research perspectives.