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#BankFromHome: Using Advertisement Campaigns to Change Banking Behaviour During the COVID-19 Pandemic in an Emerging Economy

  • Nguyen N
  • Mogaji E
DOI: 10.1007/978-3-030-95581-6_4
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Abstract

This study analysed banks’ advertisements, conducted exploratory qualitative research among customers and bank managers to understand how advertising can be used to change banking behaviour (to use online banking) and promote socially desirable actions such as...

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Nguyen, N. P., & Mogaji, E. (2022). #BankFromHome: Using Advertisement Campaigns to Change Banking Behaviour During the COVID-19 Pandemic in an Emerging Economy (pp. 83–108). https://doi.org/10.1007/978-3-030-95581-6_4

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