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Adoption of Retail Banking Social Media Content by Millennials in South Africa.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Adoption of Retail Banking Social Media Content by Millennials in South Africa./
作者:	Mwaniki, Evelyn Wangari.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2021,
面頁冊數:	165 p.
附註:	Source: Masters Abstracts International, Volume: 83-05.
Contained By:	Masters Abstracts International83-05.
標題:	Decision making. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28821130
ISBN:	9798494462510

Adoption of Retail Banking Social Media Content by Millennials in South Africa.
Mwaniki, Evelyn Wangari.

Adoption of Retail Banking Social Media Content by Millennials in South Africa. - Ann Arbor : ProQuest Dissertations & Theses, 2021 - 165 p.

Source: Masters Abstracts International, Volume: 83-05.

Thesis (M.Com.)--University of Johannesburg (South Africa), 2021.

This item must not be sold to any third party vendors.

Organisations are increasingly making use of digital content marketing as a way to attract customers to their offering and promote engagement with their brands. Digital content marketing can be used to stimulate consumer preference, since it has the ability to inform, persuade, and reinforce consumer decisions. Moreover, digital content marketing is proving necessary, particularly when consumers do not have adequate knowledge of a subject, as is often the case with financial products. Millennials in particular, rely on social media digital content for an authentic understanding of brands. The ability to trust information can impact on its use and its ability to influence customer behaviour. Millennials are a large market segment in many countries, including South Africa. They are an important segment for retail banks to understand so that they can target them effectively. Thus, the objective of this study is to investigate the factors that influence trust in social media digital content and its eventual adoption for decision-making by millennial retail bank customers... The study is based mainly on the Information Adoption Model (IAM) which indicates that information adoption is influenced by three constructs: source credibility, argument quality and perceived information usefulness. In addition, trust in information was added as a construct that influences perceived information usefulness and information adoption. By understanding the factors that influence adoption of social media digital content, retail banks in South Africa can understand how to effectively create and implement digital content marketing strategies that will appeal to their millennial customers.A survey strategy using a self-administered online questionnaire was applied to obtain 201 responses from millennial customers of retail banks in South Africa. A partial least squares structural equation modelling technique using SmartPLS version 3 was used to assess the measurement model properties and to test the hypotheses proposed in the study.From the seven hypothesis presented, five were accepted and were rejected. The findings suggest that source credibility and argument quality have a significant influence on trust in information. Argument quality also has a positive influence on perceived information usefulness but, surprisingly, source credibility does not, thus suggesting that source credibility was not a deterrent in this case to millennials' perception of information usefulness. Trust in information was found be strongly and positively associated with perceived information usefulness but had no effect on information adoption. Finally, perceived information usefulness was found to be strongly and positively associated with information adoption.The findings of this study contribute to the limited literature that currently exists on digital content adoption in emerging countries such as South Africa. In addition, this study examines the IAM within the context of the generational cohort of millennials, thus contributing towards validation of the IAM beyond its original setting. The study provides an overarching message that trust in information is an essential factor when developing social media digital content for their millennial customers. Moreover, through this study retail banks are able to identify that social media digital content that is comprehensive, credible, genuine and informative provides a greater level of positive assurance in its use for decision making.

ISBN: 9798494462510Subjects--Topical Terms:

517204
Decision making.

Adoption of Retail Banking Social Media Content by Millennials in South Africa.
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