'Share this pic!': A picture of the Adoption of Online Social Media by Italian Banks

Banks are increasingly using online social media to engage with their existing and potential customers, however, the use of technology can both strengthen and weaken these "virtual" relationships. These chapter analyses the adoption of online social media for 151 Italian banks and tests how it affected bank profitability in 2013-2016. Although the adoption rate is lower than customers would like and banks'popularity on online social media is poorthe authors find that the effects of online social media vary