Integrating Social Media and Blockchain for Banking Marketing: An Activity Theory Analysis of Adoption Factors in South African Banks

This study investigates the factors influencing the adoption of social media and blockchain technologies for marketing purposes in South African banks.This study examines the factors that influence the adoption and use of blockchain and social media tools for marketing purposes.This could be more specific about the exact factors identified.The qualitative method was employed, involving the case study approach and the semi-structured interview technique for design and data collection, respectively.Using Activity Theory as a theoretical framework, we conducted a qualitative study involving semi-structured interviews with employees from two major South African banks.Our analysis revealed seven key factors: awareness, governance, interactivity, operationalisation, requirements, security, and skillset.These factors interact in complex ways to shape the adoption and use of these technologies.The study contributes to the literature by providing a nuanced understanding of technology adoption in banking marketing, highlighting the potential complementarity between social media and blockchain.Our findings have significant implications for bank marketers and technology strategists, suggesting the need for integrated approaches to technology adoption that consider organisational, technological, and human factors.