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Consumers' attitudes towards social media banking

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.

Record type: Conference or Workshop Item (Paper)


“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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Accepted/In Press date: 30 April 2016
e-pub ahead of print date: 23 August 2016
Venue - Dates: 15th IFIP WG 6.11 Conference on e-Business, e-Services, and e-Society, I3E 2016: Social Media:The Good, the Bad and the Ugly, United Kingdom, 2016-09-13 - 2016-09-15
Keywords: Innovation, Diffusion, Social media banking, Attitudes, Innovation adoption, Innovation attributes
Organisations: Electronics & Computer Science, Digital and Data Driven Marketing, Southampton Business School


Local EPrints ID: 407654
PURE UUID: f45bf99e-536d-4ac6-9cdf-6315d62a50b4

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Date deposited: 16 Apr 2017 17:09
Last modified: 10 Nov 2017 04:35

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