The failure of banks to safeguard customers’ funds has become a substantial issue that has affected public impressions on social media. One of the strategies to ensure the company's reputation is performing impression management. This study aims to assess the financial performance impact of using impression management on banking's Twitter. This study collected 6712 tweets from banks listed on the Indonesia Stock Exchange in 2019. The regression shows no influence on financial performance when banks post a lot of their achievements and accomplishments. However, being a friendly bank can have a favourable impact on financial performance. Empirically, this study contributes to explaining the influence of impression management categories on social media on financial performance, implying that firms should make the most of their social media communications to manage public impressions.

银行未能保护客户资金已成为影响公众在社交媒体上的印象的重大问题。确保公司声誉的策略之一是进行印象管理。本研究旨在评估在银行的 Twitter 上使用印象管理对财务绩效的影响。这项研究收集了 2019 年在印度尼西亚证券交易所上市的银行的 6712 条推文。回归表明，当银行发布大量成就和成就时，对财务绩效没有影响。然而，成为一家友好的银行可以对财务业绩产生有利影响。从经验上讲，这项研究有助于解释社交媒体上的印象管理类别对财务绩效的影响，