Social Media Marketing and Communication in the Banking Industry: A Review
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The study, applying the literature review method, aims to order the path by which academics have analysed the phenomenon of the adoption of social media by banks. Understanding the state of the art of the studies conducted so far made possible to identify three different phases of this adoption of which the last is only just beginning. Finally, based on these reflections, the current literature and the continuous variations of social media, we propose research questions and new possible lines of investigation that may lead to a better knowledge and use of social media by banking institutions
- Social Media
- Literature Review
- Financial Services Marketing
- Bank Strategy