The Mediating Role of Customer Trust in the Relationship Between Social Media Engagement and Internet Banking Adoption in Cameroon

Abstract ―​

The increasing adoption of digital technologies has transformed banking, with internet banking becoming a major channel for financial service delivery. In Cameroon, however, adoption remains uneven despite increased internet access, social media use and investments in digital banking platforms. This study examines the effect of social media engagement on internet banking adoption, with trust as a mediator and digital literacy as a moderator. Drawing on the Technology Acceptance Model, Diffusion of Innovation Theory, Trust Theory and Digital Capability Theory, the study adopts a positivist philosophy and quantitative cross-sectional survey design. Data were collected from 399 current and potential internet banking users of selected commercial banks in Cameroon using a structured questionnaire and analysed using descriptive statistics, Confirmatory Factor Analysis and Structural Equation Modelling. The findings show that social media engagement positively and significantly influences internet banking adoption and customer trust. Trust significantly mediates the relationship between social media engagement and internet banking adoption, while digital literacy significantly moderates this relationship. The study therefore identifies social media engagement, trust and digital literacy as important drivers of internet banking adoption in Cameroon. The findings extend existing knowledge by integrating communication, trust and digital capability perspectives into a unified digital banking adoption framework. Practically, banks should strengthen social media engagement, transparency, online customer support and digital literacy initiatives, while policymakers should promote digital financial inclusion programmes that enhance citizens’ digital skills and confidence in digital financial systems.