Ấn phẩm:
Applying digital marketing to develop the digital baking brand of Vietnam’s commercial banks
Tóm tắt
Apparently, technological developments, digital marketing and digital banking were born in the new era of connectivity, the customer journey changed from 4As: Aware - Attitude - Act - Act Again to 5As: Perceive (Awareness) - Complain (Attract) - Ask (Learn) - Act (Action) - Advocate (Share experience). In which, at the first stage of the customer journey-Awareness (Awareness), customers are passive before a series of brands of commercial banks in the market from past experiences, Dynamic Marketing Communications activities or sharing experiences from other users. With the qualitative research method, and surveying 850 customers who are using digital banking services of Vietnamese commercial banks, this’s research author clarifies the effectiveness of applied digital marketing campaigns for enhancing the digital brand of Vietnamese commercial banks
Mô tả
Tác giả
Nguyen Thi Nhung PhD
Tác giả khác
Người hướng dẫn
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Nhà xuất bản
Học viện Tài chính
Năm xuất bản
2023
ISSN tạp chí
Nhan đề tập
Từ khóa chủ đề
Digital marketing , Digital banking , Brand
Địa chỉ truy cập
Vui lòng sử dụng ứng dụng DRM AOF để đọc tài liệu số
