THE NEW GATEKEEPERS: THE ROLE OF SOCIAL MEDIA INFLUENCERS IN E-BANKING ACCEPTANCE

Jalal Moustakim and Baaddi Mohammed
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Baaddi Mohammed: USMBA - Université Sidi Mohamed Ben Abdellah, ERMOT - Laboratoire "Etudes et recherches en Management des Organisations et des Territoires" [Fez] - USMBA - Université Sidi Mohamed Ben Abdellah

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Abstract: This book chapter explores the impact of social media influencer attributes (credibility, expertise and social reach) on the acceptance and adoption of electronic banking services, with a focus on trust and perceived ease of use as mediator variables. Using the Technology Acceptance Model (TAM) and UTAUT frameworks, surveys were used in order to collect data from 30 respondents. Descriptive statistics, correlation and regression analyses were used to explore and analyze data via Spss. Findings show that trust is the strongest factor for e-banking adoption with influencer attributes like credibility and expertise enhancing trust and ease of use, while social reach has less impact than them. The results show the importance of having credible and knowledgeable influencers in promoting electronic banking, especially in Moroccan markets where trust is crucial and influences heavily consumer decision. Although, this article presents all these contributions, limitations emerged, such as a small sample size and a cross sectional approach, suggesting the urge for future research to opt for more diverse and larger samples and adopt a bigger exploration of additional and cultural factors. Note: This is a contribution to a collective volume. Only metadata is shared here due to copyright restrictions. Full chapter available upon request.

Keywords: Social marketing; Social change; E-banking; Fintech; Digital transformation; Social media marketing (search for similar items in EconPapers)
Date: 2025-04-10
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Published in NADIA BIROUK. Le Numérique et Les Transformations Sociales, Éditions Universitaires Européennes, pp.191-203, 2025, 9786208821876

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05031890

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