A Conceptual Framework of Social Media Influence on Mobile Banking Usage Among Young Indian Consumers - International Conference on Transfer and Diffusion of IT Access content directly
Conference Papers Year : 2020

A Conceptual Framework of Social Media Influence on Mobile Banking Usage Among Young Indian Consumers

Abstract

With the advances in technology, consumers have equally shown positive inclination towards the adoption of the same on the premise of their saved time and energy and more so they have identified these technological advancements as a precursor to enhanced quality of life as a whole. Mobile banking is one such technology which has gained immense acceptance amongst its consumers. However, there is a need to gain an insight of mobile users’ attitude towards mobile banking if it has to replace the traditional ways of banking in eternity. There is no denying to the fact that Social Media has played the role of an immensely powerful arbitrator in orienting consumers towards mobile banking. This conceptual paper thereby attempts to seek the role of Social Media towards various stages of consumers’ attitude in accepting such technologies such as mobile banking in India. Through this paper we intend to build a framework which identifies the role of social media in the transition of mobile banking consumers from one stage of cognitive process to the other. The work primarily addresses young consumers for their being the early influencers of social media. The paper is expected to contribute towards decision making of the government agencies, mobile operators, financial institutions and researchers.
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hal-03744761 , version 1 (03-08-2022)

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Manisha Sharma, Subhojit Banerjee. A Conceptual Framework of Social Media Influence on Mobile Banking Usage Among Young Indian Consumers. International Working Conference on Transfer and Diffusion of IT (TDIT), Dec 2020, Tiruchirappalli, India. pp.444-450, ⟨10.1007/978-3-030-64861-9_39⟩. ⟨hal-03744761⟩
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