Social Media Marketing and Communication in the Banking Industry: A Review

Giulia Nevi, Enrico Bonetti and Luca Dezi

Banca Impresa Società, 2022, issue 3, 553-592

Abstract: 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

Keywords: Social Media; Banking; Literature Review; Financial Services Marketing; Bank Strategy. (search for similar items in EconPapers)
Date: 2022
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