Majekodunmi, Dola and Harris, Lisa (2016) Consumers' attitudes towards social media banking. In I3E 2016: Social Media: The Good, the Bad, and the Ugly. vol. 9844, pp. 717-727 . (doi:10.1007/978-3-319-45234-0_65).
Abstract
“Social media banking” refers to the use of social media as a form of delivery channel for banking services. This research examines the attitudes and preferences for social media banking among users with emphasis on University of Southampton students. The purpose of the study was to examine the use of social media banking by students using the framework of Rogers Diffusion of Innovation theory and to gain an understanding of the factors which influence the adoption and usage of social media banking. A survey method was used to collect data from a sample of students at the University of Southampton. Data was analysed using an appropriate software which assessed factors that influence the attitude of students to social media banking. These factors were relative advantage, compatibility, complexity, trialability and observability. Descriptive, correlation and multiple regression analysis were used to analyse data. The findings show that three attributes of the diffusion of innovation namely relative advantage, compatibility and trialability were statistically significant in the attitude towards social media banking.
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- Faculties (pre 2018 reorg) > Faculty of Business, Law and Art (pre 2018 reorg) > Southampton Business School (pre 2018 reorg)
Current Faculties > Faculty of Social Sciences > Southampton Business School > Southampton Business School (pre 2018 reorg)
Southampton Business School > Southampton Business School (pre 2018 reorg) - Faculties (pre 2018 reorg) > Faculty of Physical Sciences and Engineering (pre 2018 reorg) > Electronics & Computer Science (pre 2018 reorg)
Current Faculties > Faculty of Engineering and Physical Sciences > School of Electronics and Computer Science > Electronics & Computer Science (pre 2018 reorg)
School of Electronics and Computer Science > Electronics & Computer Science (pre 2018 reorg) - Current Faculties > Faculty of Engineering and Physical Sciences > Web Science Institute > CDT Web Science Innovation
Web Science Institute > CDT Web Science Innovation - Faculties (pre 2018 reorg) > Faculty of Business, Law and Art (pre 2018 reorg) > Southampton Business School (pre 2018 reorg) > Digital and Data Driven Marketing (pre 2018 reorg)
Current Faculties > Faculty of Social Sciences > Southampton Business School > Southampton Business School (pre 2018 reorg) > Digital and Data Driven Marketing (pre 2018 reorg)
Southampton Business School > Southampton Business School (pre 2018 reorg) > Digital and Data Driven Marketing (pre 2018 reorg)
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