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Impact of Online Reputation on Neobank Adoption during COVID-19

In: Market Dynamics and Strategies in a Post-Crisis World Navigating a World in Flux

Author

Listed:
  • Puneett Bhatnagr
  • Anupama Rajesh
  • Richa Misra

Abstract

Easy accessibility of the internet on multiple smart devices has resulted in increased online product adoption. The COVID-19 lockdowns promoted internet usage by consumers across the globe, which made their search for goods and products online, and they preferred to buy or transact financial products online while reviewing and assessing them. A new generation of alternative challenger banks, known as ‘neobanks,’ arose due to expanded internet and mobile penetration. Currently a part of fintech companies, being digital-only banks, and a reasonably new concept, neobanks face challenges in how users, especially in India, can accept and use the new technology. Online ratings and reviews play an essential role in increasing product adoption. Previous studies on variables such as online ratings and reviews have been significant in improving adoption in other industries. This study proposes a conceptual model based on the UTAUT-3 technology adoption model while adding additional variables such as online ratings and reviews to assess the impact of online reputation on technology adoption. The study involved conducting an online survey for 460 participants across the Delhi NCR region. The study has found that variables such as performance expectancy, social influence, and personal innovativeness are highly significant, in addition to online ratings and reviews, in adopting neobank services. This study will further contribute to extending the literature around neobanking technology adoption, which is currently unavailable, and will help fintech managers establish neobank plans and focus on online reputation by assessing inline ratings and reviews before introducing new financial products into the online market.

Suggested Citation

  • Puneett Bhatnagr & Anupama Rajesh & Richa Misra, 2025. "Impact of Online Reputation on Neobank Adoption during COVID-19," World Scientific Book Chapters, in: Vinita S Sahay & Chandan Parsad & Raveesh Krishnankutty & Aviral Kumar Tiwari (ed.), Market Dynamics and Strategies in a Post-Crisis World Navigating a World in Flux, chapter 29, pages 425-450, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789811292101_0029
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    More about this item

    Keywords

    Marketing; Consumer Behaviour; Crisis Response; Post-Crisis Management; Flexibility; Agile; Leadership; Business; COVID-19;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • 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
    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration

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