Digital marketing and purchase intention of bank services : the role of trust and engagement
Alex Akuffo Otopah, Courage Simon Kofi Dogbe and Ofosu Amofah and Bright Ahlijah
| Year of publication: |
2024
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|---|---|
| Authors: | Otopah, Alex Akuffo ; Dogbe, Courage Simon Kofi ; Amofah, Ofosu ; Ahlijah, Bright |
| Published in: |
International journal of bank marketing. - Bingley : Emerald, ISSN 1758-5937, ZDB-ID 2032104-1. - Vol. 42.2024, 7, p. 1920-1945
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| Subject: | Consumer trust | Digital marketing | Email marketing | Engagement | Mobile marketing | Purchase intentions | Social media marketing | Online-Marketing | Internet marketing | Vertrauen | Confidence | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Marketingmanagement | Marketing management | Mobile Marketing | Social Web | Social web |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/IJBM-02-2023-0097 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015202474