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Social network effects on mobile money adoption in Uganda

Conrad Murendo, Meike Wollni, Alan de Brauw () and Nicholas Mugabi

No 212514, 2015 Conference, August 9-14, 2015, Milan, Italy from International Association of Agricultural Economists

Abstract: Social networks play a vital role in generating social learning and information exchange that can drive the diffusion of new financial innovations. This is particularly relevant for developing countries where education, extension and financial information services are underprovided. This article identifies the effect of social networks on the adoption of mobile money by households in Uganda. Using data from a household survey, conditional logistic regression is estimated controlling for correlated effects and other information sources. Results show that mobile money adoption is positively influenced by the size of social network members exchanging information, and the effect is more pronounced for non-poor households. The structure of social network however has no effect. The findings show that information exchange through social networks is crucial for adoption of mobile money. Mobile money adoption is likely to be enhanced if promotion programs reach more social networks.

Keywords: Consumer/Household Economics; Research and Development/Tech Change/Emerging Technologies (search for similar items in EconPapers)
Pages: 33
Date: 2015
New Economics Papers: this item is included in nep-afr, nep-ino, nep-mon, nep-net and nep-pay
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Citations: View citations in EconPapers (2) Track citations by RSS feed

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https://ageconsearch.umn.edu/record/212514/files/M ... 20in%20Uganda-58.pdf (application/pdf)

Related works:
Journal Article: Social Network Effects on Mobile Money Adoption in Uganda (2018) Downloads
Working Paper: Social network effects on mobile money adoption in Uganda (2015) Downloads
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Persistent link: https://EconPapers.repec.org/RePEc:ags:iaae15:212514

DOI: 10.22004/ag.econ.212514

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