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dc.contributor.authorShankar, Amit
dc.contributor.authorJebarajakirthy, Charles
dc.contributor.authorAshaduzzaman, Md
dc.description.abstractMobile banking (m-banking) is the fastest growing and most cost-effective channel for delivering banking services. Electronic word of mouth (eWOM) plays a crucial role in the success of e-commerce. Therefore, the main purpose of this study is to investigate a comprehensive moderated mediated mechanism for enhancing m-banking adoption behavior through positive eWOM triggers using the elaboration likelihood model (ELM). Argument Quality, valence, consistency and volume were considered eWOM triggers, and the conceptual model also included initial trust in m-banking as a mediator and consumer involvement in m-banking as a moderator. A total of 1153 useable surveys completed by the Indian users of social networking websites were used for analysis. The findings showed that of the triggers, argument quality, valence, and consistency enhance intention to adopt m-banking. These effects were mediated by initial trust in m-banking. The mediation effects of initial trust between valence – Intention varied between high and low consumer involvement in m-banking. These findings make several contributions to the literature on marketing communication, particularly to eWOM research and ELM theory. Practically, this study provides several recommendations to banks about how to use positive eWOM for motivating consumers to adopt m-banking.
dc.relation.ispartofjournalJournal of Retailing and Consumer Services
dc.subject.fieldofresearchBanking, finance and investment
dc.subject.keywordsSocial Sciences
dc.subject.keywordsBusiness & Economics
dc.subject.keywordsMobile banking
dc.subject.keywordsElectronic word of mouth
dc.titleHow do electronic word of mouth practices contribute to mobile banking adoption?
dc.typeJournal article
dc.type.descriptionC1 - Articles
dcterms.bibliographicCitationShankar, A; Jebarajakirthy, C; Ashaduzzaman, M, How do electronic word of mouth practices contribute to mobile banking adoption?, Journal of Retailing and Consumer Services, 2020, 52, pp. 101920:1-101920:14
gro.hasfulltextNo Full Text
gro.griffith.authorAshaduzzaman, Md.
gro.griffith.authorJebarajakirthy, Charles P.

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