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Exploring the role of commitment in potential absorptive capacity and its impact on new financial product knowledge: a social media banking perspective

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  • Ree Chan Ho

    (Taylor’s University)

  • Muslim Amin

    (Sunway University Business School, Sunway University)

Abstract

Financial providers communicate better with their online customers in many social media applications. Enriched interactivity in social media permits banks to provide product knowledge to enhance customer learning. However, the role of relationship commitment in supporting product learning has been less than conclusive. This study explores the implications of customer involvement in social media to learn new product knowledge. Drawing on both absorptive capacity and commitment-trust theories, a conceptual framework was developed to theorize social media’s role in discovering new products for financial institutes. The data were collected from a sample of 248 bank fan page users via questionnaire and were analyzed with variance-based structured equation modeling technique. This paper offers a good understanding of the absorptive capabilities needed to learn new products by examining social media usage. Many studies were devoted to the communication aspect of social media in enhancing customer relationships. This study focused on customer absorptive capacity to gain product knowledge via social media platforms. Hence, it offers an integrative framework in predicting the commitment needed for product learning and explains social media use in promoting new product knowledge.

Suggested Citation

  • Ree Chan Ho & Muslim Amin, 2023. "Exploring the role of commitment in potential absorptive capacity and its impact on new financial product knowledge: a social media banking perspective," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 28(3), pages 585-598, September.
    • Handle: RePEc:pal:jofsma:v:28:y:2023:i:3:d:10.1057_s41264-022-00168-7
    DOI: 10.1057/s41264-022-00168-7
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