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Pay-per-click (PPC) advertising and continuous banking service intentions

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Rezaei, Sajad ORCID: https://orcid.org/0000-0001-7942-0611, Amin, M. and Herjanto, H. (2024) Pay-per-click (PPC) advertising and continuous banking service intentions. Journal of Financial Services Marketing. pp. 1-17. ISSN Print: 1363-0539; Electronic: 1479-1846

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Official URL: https://link.springer.com/article/10.1057/s41264-0...

Abstract

Despite the increasing popularity of pay-per-click (PPC) advertising and search engine optimization within the financial industry, there is a notable lack of research on the effectiveness of PPC on bank customers' continuous search intention and banking services intention. This study aims to fill this gap by investigating the use of PPC as a tool on customers' search intention and continuous services intention in a retail banking context. Utilizing a quantitative design, we collected data and employed maximum likelihood estimation (MLE) for path analysis to analyze the empirical data. Our findings reveal several substantial results. Firstly, continuous search intentions significantly influence continuous banking services intentions. Secondly, attitude toward PPC advertising significantly affects both continuous search and banking services intentions. Thirdly, satisfaction with PPC advertising is crucial in shaping attitudes toward PPC, continuous search intention, and continuous banking services intention. Fourthly, perceived usefulness directly influences attitudes toward PPC, satisfaction with PPC, and continuous search intention. Lastly, while PPC advertising's perceived ease of use and perceived confirmation are linked to perceived usefulness, they do not directly affect attitude toward PPC. By adopting a dual intentions approach, this study contributes to banking literature by highlighting the importance of understanding the distinct roles of PPC attributes in shaping short- and long-term customer behavioral intentions.

Item Type:	Article
Uncontrolled Discrete Keywords:	Pay-per-click (PPC) advertising, Continuous banking services intention, Continuous search intention, Bank marketing
Divisions:	College of Business, Psychology and Sport > Worcester Business School
Related URLs:	https://www.palgrave.com/gp/journal/4126... Publisher
Copyright Info:	Open Access: This article is licensed under a Creative Commons Attribution 4.0 International License, © The Author(s) 2024
Depositing User:	Sajad Rezaei
Date Deposited:	29 May 2024 15:56
Last Modified:	29 May 2024 16:03
URI:	https://worc-9.eprints-hosting.org/id/eprint/13947

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