What is the connection between Fintechs' video marketing and their vulnerable customers' brand engagement during crises?
Damianos P. Sakas, Nikolaos T. Giannakopoulos, Marina C. Terzi, Ioannis Dimitrios G. Kamperos and Nikos Kanellos
| Year of publication: |
2024
|
|---|---|
| Authors: | Sakas, Damianos P. ; Giannakopoulos, Nikolaos T. ; Terzi, Marina C. ; Kamperos, Ioannis Dimitrios G. ; Kanellos, Nikos |
| Published in: |
International journal of bank marketing. - Bingley : Emerald, ISSN 1758-5937, ZDB-ID 2032104-1. - Vol. 42.2024, 6, p. 1313-1347
|
| Subject: | Big Data | Crisis | Customers’ brand engagement | Fintechs | Video marketing | Vulnerable customer | Beziehungsmarketing | Relationship marketing | Finanztechnologie | Financial technology | Markenführung | Brand management | Finanzkrise | Financial crisis | Finanzdienstleistung | Financial services | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing | Markenartikel | Brand | Kundenintegration | Customer integration | Marketingmanagement | Marketing management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/IJBM-03-2023-0142 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015057276