Efficiency of digital communication channels in offering banking loans: Empirical analysis in the Nišava district

Abstract

The digitization of the banking sector is not a novelty. It has been occurring much faster compared to many other business sectors. Consequently, banks have also accepted digital advertising channels for their services offered to users. Their goal was undoubtedly to keep pace with the times, enhance user experience, and increase their revenue. Loans, as the most significant banking service, have not remained immune to the process of digitization. Nowadays, banks offer loans through their mobile applications, electronic banking, websites, social networks, as well as through paid advertising and marketing collaborations. The aim of this study is to analyze the efficiency of digital communication channels in offering banking loans through the application of empirical analysis. To achieve this, a survey was conducted in the Nišava District, followed by data processing using the SPSS software package. The obtained results indicate that loan advertising through digital platforms has a greater impact on women in the Nišava District. Additionally, factors such as education level, monthly income, and security significantly influence the visibility of ads, opening rates, and communication with banks via digital channels, as perceived by users.