Comparative Analysis of Pre- and Post-COVID-19 Integration of Digital Communications in Serbian Banks. Part II
DOI:
https://doi.org/10.57125/FEL.2025.09.25.03Keywords:
Social Networks, digitalisation, gender, integrated digital communications, marketing communications.Abstract
Digital transformation in banking increasingly depends on understanding how managerial demographics shape technology adoption, yet longitudinal evidence from emerging European markets remains scarce. This study examines pre- and post-COVID-19 digital transformation patterns by analysing social media adoption behaviours and perceptions of digital sales channel implementation among managers of a Serbian commercial bank (Addiko Bank) across two survey waves: 2019 (n = 171, response rate 57%) and 2024 (n = 390, response rate 71%). Chi-square tests and correlation analyses assessed relationships between four demographic variables (gender, age, education, work experience) and platform preferences, access frequency, and digitalisation perceptions. The findings reveal three key transformations. First, social media engagement shifted from moderate, demographically undifferentiated usage to hyper-engagement with pronounced demographic segmentation: 90.33% of younger managers (18–30) accessed platforms several times daily in 2024, compared with 0% in 2019. Second, significant gender-platform specialisation emerged, with LinkedIn becoming male-dominated (65.72%) and YouTube female-dominated (65.82%), as confirmed by chi-square tests showing associations strengthening from non-significant (p = 0.093 in 2019) to highly significant (p < 0.001 in 2024). Third, a digital implementation paradox was identified: while personal social media engagement surged, digital sales channel satisfaction remained predominantly "satisfactory" rather than "high," suggesting that usage adoption outpaces institutional optimisation. Correlation analysis revealed that mid-career professionals (11–20 years experience) emerged as unexpected hyper-adopters (86.84% daily engagement), while university-educated managers shifted from being the most critical of digitalisation in 2019 (57.6% "low" ratings) to the most supportive in 2024 (66.37% "high" ratings). On average, 2024 correlations were 38% stronger than 2019 baselines, with 8 out of 10 demographic-platform associations reaching statistical significance compared with 3 out of 10 in 2019. The study contributes three novel theoretical frameworks: Experience-Mediated Adoption Threshold Theory, Platform Specialisation Framework, and Digital Maturity Recognition Theory. Practical implications indicate that banks in emerging markets should adopt demographic-segmented digital strategies, invest in intergenerational training programmes, and leverage mid-career managers as digital transformation champions. A comparative case study with Brazil contextualises Serbia's transformation within global digital banking trends.
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