Determinants of Intention to Forward Online Company-Generated Content via Facebook

Abstract

The aim of the present study is to analyze consumer intention to forward online company-generated content (CGC) from the retail banking sector via Facebook, the leading social network, based on (a) the mediating effect of attitude to forwarding online CGC on the relationship between brand experience and the intention to forward online CGC and (b) the mediating effect of Facebook perceived usefulness on the influence of subjective norms and source trustworthiness on the intention to forward online CGC. A sample of 404 users was recruited, and data collected by means of questionnaires distributed via email and personal interviews. The dataset obtained was analyzed using Structural Equation Modeling. The findings demonstrate the mediating effect of attitude as the main antecedent of intention to forward online CGC. Relevant scholarly and managerial implications are drawn for financial entities and the agencies that provide them with corporate and marketing communications services.

Do biometric payment systems work during the COVID-19 pandemic? Insights from the Spanish users' viewpoint

“…Specifically, convenience has a positive influence on the intention to use (Maziriri et al 2020 ), as users consider this new payment system more efficient than conventional payment systems such as cash or other more current ones such as NFC or QR payment systems. On the other hand, it is also verified that subjective norms have a positive relationship on perceived usefulness and perceived trust, in line with the proposals of Lara-Rubio et al ( 2020 ) and Yasin et al ( 2019 ), who found that the influence of the opinions of people close to the users improve the perceived usefulness of the proposed payment system, as well as the perceived trust—that is, that the opinions of people with closer contact with the users will improve usefulness and trust.…”

“…The influence of these people’s opinions will largely determine user behaviour (Lara-Rubio et al 2020 ). In the opinion of many authors, a direct and positive link has been identified between subjective norms and perceived utility (Zhanga et al 2011 ; Liébana-Cabanillas and Alonso-Dos-Santos 2017 ; Yasin et al 2019 ). A direct relationship between subjective norms and trust has also been proposed, as trust is understood as a concept built socially—that is, based on the opinions of the people who are part of the user’s environment (Suntornpithug and Khamalah 2010 ; Kalinić et al 2019a ).…”

What drives consumers to use P2P payment systems? An analytical approach based on the stimulus–organism–response (S-O-R) model

“…Fourthly, this study improves the understanding of the effects on perceived usefulness and perceived trust through three fundamental aspects in the analysis of technology adoption: Subjective norms through the influence of the potential user's immediate environment of P2P payment systems, perceived quality through the potential user's evaluation of the tool itself, as well as the individual's level of personal innovativeness toward Bizum. The best antecedents on perceived usefulness and on perceived trust were shown to be, respectively, subjective norms and perceived quality, which reinforces the findings of previous works in other online contexts (i.e., Yasin et al, 2019;Gao and Waechter, 2017). The present study shows that both characteristics had a considerable influence and of a similar intensity.…”

“…On the other hand, a direct relationship between subjective norms and perceived trust has also been proposed by several authors (Kalinic et al, 2019). Finally, according to Yasin et al (2019), there is a direct and positive link between subjective norms and perceived usefulness. Therefore, the following hypotheses are proposed: H1.…”

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