Journal of Advertising and Sales Management

Journal of Advertising and Sales Management

A Survey of the Effect of Electronic Word of Mouth on the Acceptance of Mobile Banking Considering Consumer Participation

Document Type : Original Article

Author
M.Sc. Graduate, Department of Business Management, Faculty of Humanities, Payame Noor University, West Tehran, Department of Management, Tehran, Iran
Abstract
The purpose of this research is to survey and study of electronic word of mouth on the acceptance of mobile banking with considering the role of consumer participation based on the moderated conceptual model of Shankara et al. (2020). The method of this research is qualitative, library, applied and exploratory. Modern and textual hermeneutics has been used to analyze the data. In the end, we conclude that electronic word of mouth has a positive and direct effect on the acceptance of mobile banking by considering the factors that stimulate the quality of expression, value and stability of advertisements, considering the mediating variable role of consumer participation. At the end of the article, some suggestions were presented that could improve the process of the Royal Bank of Canada (RBC) and other banks can benchmark from RBC.
Keywords

Subjects


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