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.
Social media marketing e comunicazione nel settore bancario, una review / Nevi, Giulia; Bonetti, Enrico; Dezi, Luca. - In: BANCA IMPRESA SOCIETÀ. - ISSN 1120-9453. - 3:3(2022), pp. 553-592. [10.1435/105856]
Social media marketing e comunicazione nel settore bancario, una review
Nevi Giulia
;Bonetti Enrico;Dezi Luca
2022
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.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.