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Adoption of online social networks to communicate with financial institutions

Sanchez, Rocio Arteaga, Martinez Lopez, F. J., Garcia Ordaz, M., Franco, Manuel J. Sánchez and Yousafzai, Shumaila ORCID: 2017. Adoption of online social networks to communicate with financial institutions. Journal of Promotion Management 23 (2) , pp. 228-257. 10.1080/10496491.2016.1267675

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Spain's financial sector is not in a healthy state, and the problems that some financial institutions currently face perpetuate the widespread perception of risk across the entire sector. Moreover, the online social networks (OSN) that emerged a decade ago are suddenly at the very heart of digital society. In this study we develop a predictive model to determine that the motivational factors that influence Spanish users' intention to use OSN to communicate with financial institutions are quality management, availability of information, external conditions, trust, perceived compatibility, perceived usefulness, attitude, and intention. Data were collected from 335 Spanish OSN users through an online survey. The results suggest that quality management has a highly significant and positive effect on perceived usefulness and that perceived usefulness has a positive and significant effect on the intention to use social networks to communicate with financial institutions.

Item Type: Article
Date Type: Publication
Status: Published
Schools: Business (Including Economics)
Subjects: H Social Sciences > HG Finance
H Social Sciences > HM Sociology
Uncontrolled Keywords: adoption model, communication, fi nancial institutions, online social networks
Publisher: Taylor & Francis
ISSN: 1049-6491
Date of Acceptance: January 2016
Last Modified: 31 Oct 2022 10:43

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