Affiliation:
1. Amity University, Noida, India
Abstract
Mobile banking is a new form of payment service that aims to acquire the underserved market of prospective mobile banking consumers. Social media influencers are used as a means of disseminating ideas through social media. However, the influence of financial literacy on the relationship between influencer credibility and m-banking acceptance is still not known. This study aims to examine the impact of influencer credentials on mobile banking acceptance. A structured questionnaire was used to collect data. The results demonstrate that influencer reliability has a significant favourable impact on M-Banking acceptability as evaluated by attention, interest, desire, and action depicting the cognitive stages of mobile bank acceptance as well as the moderating effect of financial knowledge on this relationship. Therefore, it is crucial to scrutinize how financial literacy influences the influencer's credibility on the adoption of mobile banks, providing a nuanced perspective on the intricate relationship between online influence and financial decision-making.