Adoption of Online Social Networks to Communicate with Financial Institutions

• Published in: Journal of promotion management Vol. 23; no. 2; pp. 228 - 257
• Main Authors: Arteaga Sánchez, R., López, F. J. Martínez, García Ordaz, M., Sánchez-Franco, M. J., Yousafzai, Shumaila Y.
• Format: Journal Article
• Language: English
• Published: Binghamton Routledge 04-03-2017; Taylor & Francis Ltd
• Subjects: adoption model; communication; Financial institutions; online social networks; Quality management; Social networks; Spain; Technology adoption
• ISSN: 1049-6491; 1540-7594
• DOI: 10.1080/10496491.2016.1267675

Spain's financial sector is not in a healthy state, and the problems that some financial institutions currently face perpetuate the widespread perception of risk across the entire sector. Moreover, the online social networks (OSN) that emerged a decade ago are suddenly at the very heart of digital society. In this study we develop a predictive model to determine that the motivational factors that influence Spanish users' intention to use OSN to communicate with financial institutions are quality management, availability of information, external conditions, trust, perceived compatibility, perceived usefulness, attitude, and intention. Data were collected from 335 Spanish OSN users through an online survey. The results suggest that quality management has a highly significant and positive effect on perceived usefulness and that perceived usefulness has a positive and significant effect on the intention to use social networks to communicate with financial institutions.