Developing the antecedents of social influence for Internet banking adoption through social networking platforms: evidence from conventional and Islamic banks

Abstract

PurposeThe purpose of this paper develops a conceptual model of social influence for Internet banking adoption (IBA) using social networking platforms (SNPs). It identifies the antecedents of social influence that can positively and negative influence the IBA among a targeted population of conventional and Islamic banks. Moreover, this paper contributes various factors to social influence theory with the purpose of enhancing its implication in the context of Internet banking uptake in developed and developing countries.Design/methodology/approachThis study uses a social constructivism approach to understand customer experiences, thoughts, knowledge, awareness and perceptions in relation to IBA. For this study, data were collected from 2030 respondents using semi-structured interviews and purposive sampling.FindingsSocial influence comprises customer recommendations, suggestions, ratings, reviews, experiences and thoughts regarding the IBA of Islamic and conventional banks. The findings reveal that social reviews, social experts, social consensus, social responsibility and social perceptions are the key antecedents of social influence that can enhance IBA of SNPs. The research finds that positive social reviews, expert support, consensus, social responsibility and social perceptions are significant in relation to conventional Internet banking. The respondents revealed serious concerns about the privacy of their personal and financial information especially in relation to Islamic banks.Research limitations/implicationsThe effective and well-organized use of SNPs can foster service reviews, word of mouth, higher levels of service awareness, interactive communication, social consensus and social trust to drive the adoption of Internet banking. This study proposes the conceptual model which has positive business implications and provides the banks direction to use the SNPs to their advantage to influxes their customers to adopt the use of Internet banking.Originality/valueMost previous studies have used technology acceptance model, theory of planned behavior and unified theory of acceptance and the use of technology theories in the adoption of technology and IBA. These theories have not fully illuminated the role of social content as a way to enhance or decrease the number of customers in conventional and Islamic banks. This study develops social influence theory by exploring several dimensions (i.e. social reviews, awareness, consensus, cooperation and experts support) in the context of IBA for users of SNPs. Social influence can create more reviews and can lead to more prepurchase information. It can drive customer inquiries and engagement and can inform purchase decisions for IBA. On the other hand, it can motivate existing customers of Islamic banks to use conventional banking services due to effective word of mouth.

A Social Media Organizational Productivity Model: Insights From Public Health Professionals

“…The sample comprised 20 doctors and 30 nurses ( Multimedia Appendices 1 and 2 ). This sample resonates with previous qualitative studies wherein the data saturation point was reached before the 30th interview [ 24 , 25 ]. To maintain social distancing, the social networks of health professionals and the researcher played an important role in identifying respondents with knowledge of SM technologies.…”

“…Interpretive methods are considered important where the researcher seeks to understand the social and real context of networking technologies and how social networking technologies influence organizational productivity in health care workplaces. Interpretive methods are thus recognized as important, especially when people are interested in knowing how the use of technology influences various institutional, government, cultural, and social structural factors [ 24 , 25 ]. Indeed, interpretive studies are more focused on understanding social contexts (ie, social relationships, peer influence, the division of labor, and the structure of an organization) that are impacted by the actions of individuals [ 17 , 21 ].…”

“…Interpretative methods are useful for gaining rich insights through observations, semistructured interviews, stories, diaries, and narratives [ 24 , 25 ]. Semistructured interviews are one of the most commonly used interpretative methods among interpretivists because they can elicit rich insights and generate answers to multiple questions such as what, how, and why [ 22 , 26 ].…”

“…Moreover, the flexibility of semistructured interviews means that it is possible to add or modify the interview questions. Contrary to structured or open-ended interviews, semistructured interviews focused on obtaining particular answers [ 24 , 25 ]. Semistructured interviews were conducted in a face-to-face setting.…”

“…In total, 4 codes of employee engagement emerged: socialization and trust, shared communication, ability and perception, and patient communication. After the construction of the main themes, keywords, and codes, the researchers reviewed them to increase both external and internal homogeneity [ 24 , 25 ]. Figure 2 illustrates the thematic analytical procedure of the Social Media Organizational Productivity (SMOP) model.…”