Purpose: This study is focused on researching the impact of WOM on the acceptance of mobile banking. This research offers insights into factors that affect the implementation of mobile banking applications. Methodology: The research’s inclusion was based on relevancy, authenticity, and reliability of information extracted from publication journals, and exclusion was based on non-relevancy and lack of authentic research. For the analyzes, consumer data were collected through a survey, and structural equations modelling, and path analysis were employed to test the research model. Findings: The findings showed that WOM was the critical factor influencing consumer perceptions towards mobile banking. WOM also positively affects other factors impacting mobile banking acceptance, such as Ease of use, Perceived usefulness, Social Norms, Trust, Attitude, and intention. Limitations: The most significant limitation of this study is that it only concentrates on internet users. Non-users are not considered. Value: Many researchers studied the number of effects on mobile banking, but this work’s uniqueness is that this paper focuses on WOM impact on mobile banking adoption. Its impact factor is considered the main contribution of this research.

The influences of personality traits and business barriers on entrepreneurial behaviour have been studied by numerous researchers. However, the mechanisms by which changes in institutional contexts and personality traits affect individuals’ entrepreneurial motivation have not received enough attention from researchers. This paper aims to fill this gap in the literature by examining the joint effects of personality traits and business barriers on one’s motivation to engage in entrepreneurial activity. A structured questionnaire was developed to capture the above linkages. To measure the latent variables, factor and reliability analyses were utilised. To examine the relationships, a regression analysis was performed on a unique dataset of respondents from three counties: Czechia, Hungary, and Serbia. The results show that personality traits positively influence motivation towards entrepreneurship. Furthermore, external barriers (ecological and technological issues), and infrastructure factors positively affect entrepreneurial motivation. From an academic viewpoint, personality traits and motivation to engage in entrepreneurial activity can be nourished by education, highlighting the role of universities in this regard. Our paper’s findings should trigger the interest of policymakers who aim to introduce new instruments or change the existing ones (designing policies) to boost entrepreneurship.

No abstract

Digital marketing has enabled a new style of consumerism. Nowadays consumers play active roles in product designing and service development. Social media and user-generated content give consumers possibilities to have some interactions regarding the new or existing product. This gives new opportunities to developers and empowers costumers to be involved in product and service development more than they used to be. While traditional marketing literature typically illustrates consumers as passive recipients this paper will show that digital marketing gives them chance to be actively involved in product and service development, tries to define how social interactions effects development and offers a conceptual model for future research. From the literature, it has emerged that social influence has a big impact on product and service development. This study will be important mostly for those companies who try to implement digital technologies now, as for companies who already adopted these technologies some time ago but they still can’t find benefits from it. In the academic field, this paper will help researchers for their future work. Marketing inferences are drawn, and direction for future research is developed in the entire manuscript.