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Keywords: Vulnerable customer
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Journal Articles
What is the connection between Fintechs’ video marketing and their vulnerable customers’ brand engagement during crises?
Available to PurchaseDamianos P. Sakas, Nikolaos T. Giannakopoulos, Marina C. Terzi, Ioannis Dimitrios G. Kamperos, Nikos Kanellos
International Journal of Bank Marketing (2024) 42 (6): 1313–1347.
Published: 25 August 2023
... engagement and awareness. Research limitations/implications By enhancing video marketing analytics of their YouTube channels, Fintechs can achieve greater levels of vulnerable website customers’ engagement and awareness. Higher levels of vulnerable customers’ brand engagement and awareness tend...
Journal Articles
Embracing paradox: middle managers’ compassion and the vulnerable customer
Available to Purchase
International Journal of Bank Marketing (2024) 42 (6): 1414–1434.
Published: 26 July 2023
... ; Cohn et al., 2014 ; Marron, 2013). Therefore, our paper aims to understand, on the one hand, how institutional policies influence the behaviors of middle managers, and on the other, how middle managers and their offices staff treat vulnerable customers. Hence, this research is needed...
Journal Articles
International Journal of Bank Marketing (2024) 42 (6): 1148–1177.
Published: 22 June 2023
...Diego Monferrer Tirado; Lidia Vidal-Meliá; John Cardiff; Keith Quille Purpose This research aims to determine to what extent corporate social responsibility (CSR) actions developed by bank entities in Spain improve the vulnerable customers' emotions and quality perception of the banking service...
