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Fostering word-of-mouth through consumer app engagement in the banking industry

Author

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  • Claudia Leticia Preciado Ortiz
  • Ainhize Gilsanz
  • Julen Castillo-Apraiz

Abstract

Currently, smartphone applications are essential tools. We provide insights of how word-of-mouth is achieved through consumer app engagement by building on the technology acceptance model. We demonstrate that hedonic characteristics, perceived benefits, and social acceptance are essential variables to consider when designing branded mobile applications as a tool to generate brand engagement. Furthermore, based on the importance-performance analysis, social acceptance is the key construct managers should invest on if brand engagement is to be enhanced. Besides providing an understanding of consumer engagement antecedents, we demonstrate that brand app engagement positively and significantly impacts the level that customers engage in word-of-mouth. We apply partial least squares structural equation modelling (PLS-SEM) to primary data from a sample of 152 banking app users from Spain.

Suggested Citation

  • Claudia Leticia Preciado Ortiz & Ainhize Gilsanz & Julen Castillo-Apraiz, 2026. "Fostering word-of-mouth through consumer app engagement in the banking industry," International Journal of Internet Marketing and Advertising, Inderscience Enterprises Ltd, vol. 24(4), pages 451-476.
    • Handle: RePEc:ids:ijimad:v:24:y:2026:i:4:p:451-476
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