Enhancing Mobile Central Bank Digital Currency Payment Participation Through Creative Communication on Social Media

Abstract

With the development of mobile technology, mobile devices have dramatically changed the way people entertain and pay. Social media platforms are booming, and social media is gradually becoming the main form of entertainment for people. Enterprises and organisations with promotional needs are paying more attention to the high efficiency and high input–output ratio of social media communication. Social media advertising has shown more vitality than traditional advertising. Meanwhile, mobile devices have also changed the way people pay, and mobile payment is gradually becoming popular. China has taken the lead in launching mobile Central Bank Digital Currency (CBDC) payment, a new payment technology, and social media communication also plays an important role in promoting CBDC payment. The purpose of this article is to explore the impact of social media creative communication on mobile CBDC payment participation. A research model suitable for this study was created by integrating privacy concern and elaboration likelihood model theory. A valid response from 300 respondents was obtained through an online self-administered questionnaire. Hypotheses were tested through a two-stage research method of partial least squares structural equation modelling with the method of artificial neural network. The results of the study showed that social media advertisements’ creativity and social media information quality significantly and positively influence users’ social media engagement. Users’ social media engagement significantly and positively influences users’ mobile CBDC payment participation. The study provides valuable practical guidance for managers of mobile CBDC payments to promote mobile CBDC payments through social media.