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Factors Influencing Consumers’ Attitudes towards Digital Communications within the South African Banking Industry

Author

Listed:
  • Kirsty-Lee Sharp

    (North West University, South Africa)

  • Heleneze Lues

    (North West University, South Africa)

  • Rita Klonaridis

    (North West University, South Africa)

  • Marko Van Deventer

    (North West University, South Africa)

  • Re-an Müller

    (North West University, South Africa)

  • Ephrem Redda

    (North West University, South Africa)

Abstract

The purpose of this study was to explore the factors that influence consumers’ attitudes towards digital communications within the South African banking industry by validating a six-factor model and determining the influence of entertainment, invasiveness, personalisation, informativeness and credibility of banks’ digital communication on consumers’ attitudes towards the digital communication of banks. The identified respondents for this study constituted 500 South African adults aged 18 years and older. This sample size was in line with the requirements for structural equation modelling (SEM), which was the primary method used to analyse the captured data. When collecting the data, the services of a market research company were employed. A computer-administered questionnaire, including a cover letter outlining the purpose of the study, as well as a section that requested demographic information was used. As per the findings of this study, the model presents acceptable reliability and adequate model fit. Consequently, the hypothesised model includes six factors, namely entertainment, informativeness, credibility, personalisation, invasiveness and attitudes. The model and recommendations in this study may assist banks in their efforts to continuously assess and improve how they create, manage and enhance their digital communications.

Suggested Citation

  • Kirsty-Lee Sharp & Heleneze Lues & Rita Klonaridis & Marko Van Deventer & Re-an Müller & Ephrem Redda, 2024. "Factors Influencing Consumers’ Attitudes towards Digital Communications within the South African Banking Industry," International Review of Management and Marketing, Econjournals, vol. 14(4), pages 19-28, July.
    • Handle: RePEc:eco:journ3:2024-04-3
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    References listed on IDEAS

    as
    1. Hazem Rasheed Gaber & Len Tiu Wright & Kaouther Kooli, 2019. "Consumer attitudes towards Instagram advertisements in Egypt: The role of the perceived advertising value and personalization," Cogent Business & Management, Taylor & Francis Journals, vol. 6(1), pages 1618431-161, January.
    2. Caroline Lancelot Miltgen & Anne-Sophie Cases & Cristel Antonia Russell, 2019. "Consumers' Responses to Facebook Advertising across PCs and Mobile Phones," Post-Print hal-02566586, HAL.
    3. Maseeh, Haroon Iqbal & Jebarajakirthy, Charles & Pentecost, Robin & Ashaduzzaman, Md. & Arli, Denni & Weaven, Scott, 2021. "A meta-analytic review of mobile advertising research," Journal of Business Research, Elsevier, vol. 136(C), pages 33-51.
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    More about this item

    Keywords

    Attitudes; Banking; Digital Communication; South Africa;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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