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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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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.

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Authors and Affiliations

  1. School of Management and Marketing, Faculty of Business and Law, Taylor’s University, 1, Jalan Taylor’s, 47500, Subang Jaya, Selangor, Malaysia

    Ree Chan Ho

  2. Department of Management Strategy and Innovation, Sunway University Business School, Sunway University, 5, Jalan Universiti, Bandar Sunway, 47500, Petaling Jaya, Selangor, Malaysia

    Muslim Amin

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Appendix 1: Measurement items

Appendix 1: Measurement items

Construct

Item

Scale

Source

Affective community commitment, CAF

CAF1

I feel like a part of the group at this bank fan page

Bateman et al. (2011)

 

CAF2

I have a real emotional attachment to this bank fan page

 
 

CAF3

This bank fan page has a great deal of personal meaning for me

 
 

CAF4

I feel a strong sense of belonging to this bank fan page

 
 

CAF5

I feel a strong connection to this bank fan page

 

Continuance

CCN1

There are other alternatives where I could find the same content and services that I get at this bank fan page

Bateman et al. (2011)

Community commitment, CCN

CCN2

I keep coming to this bank fan page because there are few alternatives available

 
 

CCN3

If I stopped coming to this bank fan page, it would take me a long time to find a replacement

 
 

CCN4

There are very few other platforms where I could find the kind of useful content and services that I get from this bank fan page

 
 

CCN5

The content of this fan page is too valuable for me to stop using it

 

Normative community commitment, CNT

CNT1

I feel an obligation to continue using this bank fan page

Bateman et al. (2011)

 

CNT2

I would feel guilty if I stopped using it now

 
 

CNT3

This bank fan page deserves my loyalty

 
 

CNT4

I keep coming to visit this bank fan page because I have a sense of obligation to it

 
 

CNT5

I use this bank fan page out of a sense of duty

 

Potential absorptive capacity: acquisition, PAC

PAA1

I have frequent interaction with the bank fan page to acquire new knowledge

Jansen (2005)

 

PAA2

I regularly view contents uploaded by the bank on the fan page

&

 

PAA3

I rarely access product information out of the bank fan page (Reversed coded)

Flatten (2011)

 

PAA4

I am motivated to use the information and contents available on the bank fan page

 
 

PAA5

I exchange information and learning experiences with other users

 

Potential absorptive capacity: assimilation, PAS

PAS1

I am slow in recognizing new development or updates on the fan page. (Reversed coded)

Jansen (2005)

 

PAS2

New content and information are accessed quickly by me

&

 

PAS3

I can quickly learn about new content and information

Flatten 2011

 

PAS4

With a fan page, ideas and solutions are communicated with other users

 
 

PAS5

There is a quick information flow and communicates promptly to all customers

 

Product knowledge, PKN

PKN1

I know a lot about this bank product via the bank fan page

Ghazali et al. (2017)

 

PKN2

I have great experience with this bank product

 
 

PKN3

I am familiar with this product via the bank fan page

 
 

PKN4

I understand the features and benefits of this bank product from it

 
 

PKN5

My knowledge about this product is better relative to the people that I know

 

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Ho, R.C., Amin, M. Exploring the role of commitment in potential absorptive capacity and its impact on new financial product knowledge: a social media banking perspective. J Financ Serv Mark 28, 585–598 (2023). https://doi.org/10.1057/s41264-022-00168-7

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  • DOI: https://doi.org/10.1057/s41264-022-00168-7

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