Applying the omnichannel social marketing model through stages of change (OSMM) to foster saving behaviors

Purpose This paper aims to examine how the omnichannel social marketing model through stages of change (OSMM) is used by banks to encourage savings behaviors. Design/methodology/approach This exploratory research adopts a mixed-methods approach through three studies. In the first study, six interviewees reported their sources of information and behavioral responses regarding saving money. In the second study, the authors analyzed the content of the saving features of three mobile banking apps. The content analysis focused on identifying the alignment of these features with the OSMM’s assumptions: specifically, their interactions with other channels and their adequacy across different stages of change. In the third study, a survey completed by 215 users measured the effectiveness of mobile banking apps in perceived savings improvements. Findings The results reinforce the value of applying the OSMM for behavior change. Financial literacy, promoted through various channels, is complemented by features in mobile banking apps that facilitate perceived improvements in savings. Such an outcome is influenced by the perceived usefulness of these features, users’ trust in the app and other external factors. Originality/value To the best of the authors’ knowledge, this paper is the first to empirically apply the OSMM to a practical context. The paper demonstrates how social marketing, in this case corporate social marketing, can effectively integrate offline and digital channels and strategies to better influence and facilitate behavior change.