Autori
Bonetti, Enrico
Dezi, Luca
Nevi, Giulia

Titolo
Social media marketing e comunicazione nel settore bancario, una review
Periodico
Banca impresa società
Anno: 2022 - Volume: 41 - Fascicolo: 3 - Pagina iniziale: 553 - Pagina finale: 592

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



SICI: 1120-9453(2022)41:3<553:SMMECN>2.0.ZU;2-I
Testo completo: https://www.rivisteweb.it/download/article/10.1435/105856
Testo completo alternativo: https://www.rivisteweb.it/doi/10.1435/105856

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