Planned intervention: On Wednesday June 26th 05:30 UTC Zenodo will be unavailable for 10-20 minutes to perform a storage cluster upgrade.
Published January 23, 2024 | Version v1
Publication Open

PROMINENCE OF SOCIAL AND FACE-TO-FACE MEDIA COMMUNICATIONS IN ADOPTION OF MOBILE BANKING (mb) SERVICES: EXPOUNDING THE ROLE OF PERCEIVED USEFULNESS

  • 1. Assistant Professor, Department of Management Sciences, COMSATS University Islamabad, Wah Campus, Pakistan.
  • 2. Assistant Professor, Department of Commerce, Bahauddin Zakariya University, Multan, Pakistan.
  • 3. Lecturer, Department of Commerce, Bahauddin Zakariya University, Multan, Pakistan.
  • 4. General Manager, Institute of Industrial and Control System, Karachi, Pakistan.
  • 5. MS Scholar, Department of Commerce and Finance, Government College University, Lahore, Punjab, Pakistan.

Description

Abstract

Purpose: The main motive of this study is to measure the effects of two different communication channels, i.e. face to face media and social media on the intention to adopt mobile banking through a mediation process of perceived usefulness, as earlier readings advocate that there is indistinctness in the measurement of direct effects of these two communication channels. Design/Methodology/Approach: This study employed a quantitative research approach. Data were obtained using the convenience sampling method from a sample of 350 respondents. Statistical Package for the Social Sciences (SPSS) version 22.0 and Analysis of Moment Structure (AMOS) version 22.0 were used for the data analysis. Findings: In light of the results, accurate decisions on banking marketing strategies can be developed by adopting the appropriate communication channels that can speed up the customer’s decision to adopt mobile banking services. The study results can be applied to enhance the knowledge of the differentiated effects of main communication media on customers’ perceptions and intentions to adopt mobile banking services. Implications/Originality/Value: The findings demonstrate that a selection of diffusion techniques in the target market can produce remarkable results. This research is beneficial not only for the banks but also helps managers in the diffusion process of new internet-based modern technological services in other industries as well. The most valuable factor is perceived usefulness. Face-to-face media and social media are two significant factors that inform the customers about usefulness of embracing mobile banking services

Files

13.JJU_10612278.pdf

Files (690.1 kB)

Name Size Download all
md5:eccd78d6cefe2b36cf1455653e8339aa
690.1 kB Preview Download