Nguyen, P and Mogaji, Emmanuel ORCID: 0000-0003-0544-4842 (2022) #BankFromHome. Using advertisement campaigns to change banking behaviour during the COVID-19 pandemic in an emerging economy. In: Adeola, O, Hinson, E and Sakkthivel, A, (eds.) Marketing Communications and Brand Development in Emerging Markets: Insights for a Changing World. Palgrave Studies of Marketing in Emerging Economies book series (PSMEE), II . Palgrave Macmillan - Springer Nature, Cham, pp. 83-108. ISBN 978-3030955809; 978-3030955830; 978-3030955816 (doi:https://doi.org/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 social distancing (in the banking halls) in an emerging economy. Based on our findings, we developed a conceptual framework for advertising and COVID-19 in the banking industry, which illustrates how advertising messages changed during the pandemic and what impact it had on the consumers’ behaviour. The evidence suggests that consumers changed their banks (to more technologically driven banks) and their banking behaviour (more online transactions and less visits to the bank) to keep the public safe (by avoiding large gatherings and social distancing).

Item Type:	Book Section
Uncontrolled Keywords:	advertisement; bank; behaviour; COVID-19; emerging economy
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions
Faculty / School / Research Centre / Research Group:	Faculty of Business Faculty of Business > Department of Marketing, Events & Tourism Faculty of Business > Marketing Research Group (MRG)
Related URLs:	Publisher
Last Modified:	09 Jan 2023 13:22
URI:	http://gala.gre.ac.uk/id/eprint/37000

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