Diffusion of mobile banking among rural women: Incentivizing local leaders vs. a marketing campaign

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F49777513%3A23330%2F25%3A43976381" target="_blank" >RIV/49777513:23330/25:43976381 - isvavai.cz</a>

Výsledek na webu

<a href="https://doi.org/10.1016/j.jbef.2025.101085" target="_blank" >https://doi.org/10.1016/j.jbef.2025.101085</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.1016/j.jbef.2025.101085" target="_blank" >10.1016/j.jbef.2025.101085</a>

Jazyk výsledku

angličtina

Název v původním jazyce

Diffusion of mobile banking among rural women: Incentivizing local leaders vs. a marketing campaign

Popis výsledku v původním jazyce

How can we promote the adoption of mobile banking among the socially and economically disadvantaged? We compare the effectiveness of two strategies, seeded diffusion via incentivized local leaders and a traditional marketing campaign, to promote the adoption of mobile banking among poor women in rural Peru. For the first one, we exploit the existence of local leaders who were trained by a local firm to promote the diffusion of a mobile banking application. For the second, we take advantage of an on-going traditional marketing campaign at the regional level. Our findings show that the personalized seeded diffusion via local leaders is an effective promotion strategy. It significantly outperforms the traditional campaign, during which adoption rates are statistically indistinguishable from zero. We additionally show that the seeded incentivized diffusion relies on features of the underlying community networks known to promote diffusion of information and trust. Our results emphasize the necessity of personalized approaches to promote technological products such a mobile banking among vulnerable populations.

Název v anglickém jazyce

Diffusion of mobile banking among rural women: Incentivizing local leaders vs. a marketing campaign

Popis výsledku anglicky

How can we promote the adoption of mobile banking among the socially and economically disadvantaged? We compare the effectiveness of two strategies, seeded diffusion via incentivized local leaders and a traditional marketing campaign, to promote the adoption of mobile banking among poor women in rural Peru. For the first one, we exploit the existence of local leaders who were trained by a local firm to promote the diffusion of a mobile banking application. For the second, we take advantage of an on-going traditional marketing campaign at the regional level. Our findings show that the personalized seeded diffusion via local leaders is an effective promotion strategy. It significantly outperforms the traditional campaign, during which adoption rates are statistically indistinguishable from zero. We additionally show that the seeded incentivized diffusion relies on features of the underlying community networks known to promote diffusion of information and trust. Our results emphasize the necessity of personalized approaches to promote technological products such a mobile banking among vulnerable populations.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

50201 - Economic Theory

Projekt

<a href="/cs/project/GA21-22796S" target="_blank" >GA21-22796S: Difuze v sítích a sociální koheze: vliv koeficientu shlukování</a><br>

Návaznosti

P - Projekt vyzkumu a vyvoje financovany z verejnych zdroju (s odkazem do CEP)

Rok uplatnění

2025

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

Journal of Behavioral and Experimental Finance

ISSN

2214-6350

e-ISSN

2214-6369

Svazek periodika

47

Číslo periodika v rámci svazku

SEP 2025

Stát vydavatele periodika

NL - Nizozemsko

Počet stran výsledku

23

Strana od-do

nestránkováno

Kód UT WoS článku

001563098100001

EID výsledku v databázi Scopus

2-s2.0-105014266800