Diffusion of Mobile Banking Among Rural Women: Incentivizing Local Leaders vs. A Marketing Campaign

Pablo Brañas‐GarzaJaromír KováříkEricka Gabriela Rascon Ramirez2026-03-222026-03-22202510.2139/ssrn.5141828https://doi.org/10.2139/ssrn.5141828https://andeanlibrary.org/handle/123456789/84406enDiffusionMobile marketingBusinessMarketingMobile bankingInnovation diffusionDiffusion of Mobile Banking Among Rural Women: Incentivizing Local Leaders vs. A Marketing Campaignpreprint