The Impact of Social Media Usage Efficacy on Consumer Brand Trust and Customer Loyalty in the Banking Sector: Mediating Consumer Attitudes towards Cyber Security

This paper explores the effects of social media efficacy and brand trust influenced by consumer attitudes towards cybersecurity on consumer bank brand loyalty. The proposed model considers consumer attitudes towards cybersecurity as a mediating factor on social media efficacy and brand trust, which are determinants of consumer bank brand trust. Further, these factors were investigated, as they have been recognised as relevant and influential in fueling brand loyalty. A structural questionnaire was used based on a sample of 100 online bank consumers. Results show that attitudes towards cybersecurity exert an effect on consumer behaviour, while social media efficacy has an effect on brand loyalty. Given the lack of previous empirical research, the results of this study require further validation; still, they might provide some insights for managers