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Digital Marketing and Social MediaTechnology Adoption and User BehaviourAI in Service Interactions

Fostering word-of-mouth through consumer app engagement in the banking industry

Claudia Leticia Preciado Ortiz, Ainhize Gilsanz, Julen Castillo Apraiz

2026.1.1INTERNATIONAL JOURNAL OF INTERNET MARKETING AND ADVERTISING

DOI: 10.1504/ijima.2026.153953

Abstract

Abstract is not available.

Citation format

ORTIZ, Claudia Leticia Preciado; GILSANZ, Ainhize; APRAIZ, Julen Castillo. Fostering word-of-mouth through consumer app engagement in the banking industry. INTERNATIONAL JOURNAL OF INTERNET MARKETING AND ADVERTISING, 2026, 24(4): 451–476.