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

Pablo Brañas‐GarzaJaromír KováříkEricka Gabriela Rascon Ramirez2026-03-222026-03-22202410.2139/ssrn.4974966https://doi.org/10.2139/ssrn.4974966https://andeanlibrary.org/handle/123456789/75975enBusinessDiffusionMobile marketingMarketingMobile bankingInnovation diffusionAdvertisingDiffusion of mobile banking among rural women: Incentivizing local leaders vs. a marketing campaignarticle