Original Research

Invasiveness, privacy concerns and mobile banking services technology adoption by millennials: Emerging economy perspective

Freddy M. Mgiba, Shuchita Shukla
South African Journal of Business Management | Vol 55, No 1 | a4174 | DOI: https://doi.org/10.4102/sajbm.v55i1.4174 | © 2024 Freddy M. Mgiba, Shuchita Shukla | This work is licensed under CC Attribution 4.0
Submitted: 21 July 2023 | Published: 07 May 2024

About the author(s)

Freddy M. Mgiba, Department of Marketing, Faculty of Commerce, Law, and Management, University of the Witwatersrand, Johannesburg, South Africa
Shuchita Shukla, Department of Marketing, Faculty of Commerce, Law, and Management, University of the Witwatersrand, Johannesburg, South Africa


Purpose: This study was conceptualised to investigate the relationships of invasiveness, privacy concerns, perceived usefulness and the adoption of mobile marketing technology by millennial banking customers in an emerging market economy.

Design/methodology/approach: This was a quantitative study that targeted millennial banking service customers from an emerging market environment. The non-probability sampling approach was used, and the data were collected via a survey questionnaire. For data analysis, SPSS and SmartPLS Structural equation modeling were used.

Findings/results: The results confirmed a direct relationship between privacy, invasiveness and usefulness perception. It also confirmed a direct relationship between perceived usefulness and the intention to accept mobile-marketed banking services. In addition, the results also showed that in addition to the direct impact of perceived usefulness on intention to adopt mobile marketing usage for banking services, it acts as a mediator variable.

Practical implications: Academics can pursue a qualitative study to unpack the reasons for sensitivity around banking technology in emerging markets. The study should lead to better understanding of both the investigated market and others like it. Organisations will gain valuable insight for informed investment in such markets.

Originality/value: The article is the first empirical investigation into the adoption of mobile-marketed banking services by millennials in a developing economy context. The study adds a valuable component to academic debates by using two independent theories to gain a holistic view of the performance of advanced technology in banking business. The study adds to the literature by also proving the mediation role of perceived technology usefulness in banking.


invasiveness; privacy; perceived usefulness; mediation, adoption

JEL Codes

M31: Marketing; M37: Advertising; O18: Urban, Rural, Regional, and Transportation Analysis • Housing • Infrastructure; O35: Social Innovation

Sustainable Development Goal

Goal 9: Industry, innovation and infrastructure


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