Abstract

This paper examines consumer attitude towards financial adverts in an emerging economy context, using Ghana as the research context. Drawing from financial marketing literature, a conceptual framework was developed and tested using data from a sample of 246 customers of financial institutions in Ghana. The data were analysed using partial least squares structural equation modelling (PLS-SEM). The findings indicate that consumer attitude towards financial adverts is influenced by credibility, information, entertainment, irritation and participation in financial adverts. Theoretically, this paper confirms existing research regarding the positive effect of advert content on bank customers’ behaviour towards financial services. It also adds new knowledge to existing literature by focusing on a developing country context and by providing empirical evidence linking bank customers’ participation in financial ads to their attitude. Managerially, this study informs bank managers regarding effective management of financial advert contents in order to influence bank customer’s attitude towards financial adverts.

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