The Influence Of Digital Social Networks On Consumer Behaviour, The Case Of Banking Services In Madagascar

Franck Voavonjy Daudet, Daudet Voavonjy Franck

Abstract


This research is based on the impact of digital social networks on the behaviour of users of banking services. To carry out this study, a sample of 200 users of banking services was surveyed. The objective is to justify whether social networks positively influence users' loyalty towards banking services on the one hand and their purchasing behaviour on the other hand through interpersonal factors such as commented opinions on these services. The structural equation modeling (SEM) was adopted due to its international trend. From these results, it is important to argue that banks in Madagascar should value digital social networks in their communication strategy.

Keywords


behaviour, digital social networks, loyalty, banking services

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DOI: http://dx.doi.org/10.52155/ijpsat.v58.1.8242

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