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Social media users can now create, exchange, modify and consume socially generated experiences which can enhance social influence toward mobile banking (MB). This study aims to provide understanding of how social actor interactions through social networking platforms (SNPs) can create social influence for MB adoption and present a research framework that can help to understand which social actors have higher social influence toward MB adoption in conventional and Islamic banks.

SNP users have different levels of perceptions and experiences about the usability and credibility of MB. Therefore, their experiences are subjective realties which can generate socially constructed knowledge. To understand these subjective realties, a social constructivist approach is adopted. Data were collected from interviews with 60 individuals from diverse occupational backgrounds.

Identification element of social influence explained that the shared reviews and recommendations of opinion leaders, industry experts, celebrities and friends were highly positive for conventional banks; therefore, there is high word-of-mouth for MB of conventional banks. Internalization of social influence highlighted that people are more likely to accept the wisdom of the crowd and close friends, which can generate their engagement and connection with MB. Finally, the compliance factor of social influence explained that people can only adopt MB when they perceive high usability and credibility.

This study has provided understanding to the marketers of how social actors on SNPs can play a role in the creation, exchange, modification and consumption of socially generated influence that can impact the MB adoption intention for conventional and Islamic banks.

Although many theories and models have been presented about the marketing strategies and antecedents of MB adoption, the extensive use of SNPs has changed marketing strategies. For example, this study has found that social media users are highly influenced by the social reviews and recommendations they receive from their close friends. Therefore, socially generated influence on SNPs can create an adoption intention toward MB.

The existing technology adoption model (TAM) has ignored the importance of social proof of credibility such as risk, security and privacy. Also, this study aims to provide understanding how the issues of usability such as interactivity, compatibility and credibility can influence the mobile banking (MB) adoption of commercial and Islamic banks. This study has offered two theoretical models which may be helpful to understand the importance of social proof of credibility during MB adoption.

It is exploratory study therefore the researcher used triangulation of qualitative methods such as online banking app reviews, focused group and semi structured interviews are used to understand the behavior of customers toward MB adoption.

Consumers are actively involved to take recommendations from close sources, experts, customers and crowd opinion using interactive social media platforms (SMPs). The purpose to gather information is to save from usability, risk, security and privacy issues, especially when customers share their personal and financial information with the purpose to use MB. Results reveal that people with disabilities require MB app that has adjustable size, color, text and functions. The usability issues such as system design, response time, aesthetics, personalization, installation and service quality influenced the use of MB in Islamic banks.

Present study has offered social proof as TAM which highlights usefulness and credibility as important factors that can create social proof on SMPs. This study provides rich insights regarding what initiatives are required to resolve the issues of usability such as interactivity, compatibility and credibility that can influence the MB adoption of commercial and Islamic banks. Another major contribution of this study is to explore the issues of MB for people with disabilities and suggest how they can improve the service quality of MB for people with disabilities.