Navigating Economic Uncertainties: The Interplay of Social Media Marketing, Social Support, and COVID-19 Perception in Fostering Customer Value Co-Creation Intentions in Digital Banking

Abstract

The current study aims to empirically investigate the pathway to value co-creation intentions through social media marketing in digital banking, social support, and COVID-19 perception in the financial services context. Customers utilizing digital banking platforms in Pakistan were approached using an online survey. An online survey was conducted with digital banking customers, where 341 usable responses were analysed to measure the structural model using AMOS version 21. Even though customers received enormous support from digital banking communities, a fear of COVID-19 made it challenging to believe in social media campaigns. The current study results indicate that the contingent role of COVID-19 perception among social media marketing in digital banking, social support, and value co-creation intentions exists in reality. Additionally, continuous social support (functional and informational) has enabled customers to plan financial activities with guided protocols. Holistically, these results encourage banking managers to tailor financial services on contextual elements (functional and informational) of social support. The results offer social, theoretical, and practical implications to enhance the customer journey in digital banking.

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