Abstract
Organisations are increasingly making use of digital content marketing as a way to attract customers to their offering and promote engagement with their brands. Digital content marketing can be used to stimulate consumer preference, since it has the ability to inform, persuade, and reinforce consumer decisions. Moreover, digital content marketing is proving necessary, particularly when consumers do not have adequate knowledge of a subject, as is often the case with financial products. Millennials in particular, rely on social media digital content for an authentic understanding of brands. The ability to trust information can impact on its use and its ability to influence customer behaviour. Millennials are a large market segment in many countries, including South Africa. They are an important segment for retail banks to understand so that they can target them effectively. Thus, the objective of this study is to investigate the factors that influence trust in social media digital content and its eventual adoption for decision-making by millennial retail bank customers...
M.Com. (Marketing Management)