Walzhofer, Nicole; Riekeberg, Marcus; Follert, Florian - In: International Journal of Financial Studies : open … 10 (2022) 3, pp. 1-26
Banks distribute intangible services, so that traditional marketing instruments are often limited concerning their … survey data for the relevant group (n = 302) in Austria to investigate whether influencer marketing could be a banking … on our survey results, we can provide first evidence that influencer marketing also has untapped potential for banks …