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The purpose of this paper is to examine how customers derive value (functional, emotional, social and epistemic value) from the design aesthetics of mobile banking applications and then form intention to adopt mobile banking. Furthermore, this research investigates the moderating effect of happiness, which is predicted – and showed – to strengthen the effects of design aesthetics on value.

A survey using screenshots of mobile banking applications was administered to a sample of 281 bank customers. Data were analysed using SmartPLS.

The results show that design aesthetics have a positive effect on functional, emotional, social and epistemic value. In turn, these value dimensions positively affect intention to adopt mobile banking. The findings also demonstrate that happiness moderates the effects of design aesthetics on these value dimensions.

This work can be useful to designers of banking applications and other practitioners to improve their policies and strategies related to mobile applications.

This research represents an initial attempt to examine how customers derive functional, emotional, social and epistemic value from design aesthetics in mobile banking. In addition, this research demonstrates that happiness moderates – and more specifically strengthens – the effects of design aesthetics on customer value. The results provide a theoretical contribution to the importance of value in customer decision making, and in the current case, in the seldom-researched area of mobile banking.

The study aims to explore why consumers engage with ordinary celebrities on social media by identifying the influential characteristics that have engaged followers and have led to opinion leadership on visual platforms, such as Instagram and Facebook.

Qualitative data were collected from 32 social media users following at least one ordinary celebrity on Instagram and Facebook in Qatar and Tunisia.

The findings of this study highlight five main characteristics that lead to fame and opinion leadership on social media visual platforms: credibility, storytelling and content quality, fit with the platform, Actual and aspired image homophily and consistency.

This research is, to the best of the authors’ knowledge, one of the first studies that highlight the features determining opinion leadership on visual platforms such as Instagram and Facebook. Second, the results of the study highlight some features that distinguish ordinary celebrities from traditional established celebrities.

The findings of this research represent a guideline for effective influential marketing development. Based on the results, recommendations are provided for companies, influencers and social media users who aspire to become influencers.

This research, to the best of the authors’ knowledge, is among the first to shed light on opinion leadership through ordinary celebrities on visual social media platforms, such as Facebook and Instagram, and thus, adds new insights to the area of social media marketing.

Applying the stimulus–organism–response model, the purpose of this paper is to analyse the influence of design aesthetics (stimulus) on adoption and recommendation intentions (response) of mobile banking applications through the mediating role of perceived usefulness and trust (organism). Importantly, this research further examines the moderating effect of persuasion knowledge, which attenuates the effects of design aesthetics on perceived usefulness and trust.

A survey is conducted with the help of panellist among a sample of 213 bank customers who are not yet users of mobile banking. Data are analysed using the PROCESS macro.

The results show that design aesthetics positively influence perceived usefulness and trust. These variables, in turn, positively affect adoption and recommendation intentions of mobile banking applications. Interestingly, the findings also demonstrate that persuasion knowledge moderates the effects of design aesthetics on perceived usefulness and trust, as well as their mediating effect.

Because the results demonstrate that persuasion knowledge weakens the effects of design aesthetics on perceived usefulness and trust, the originality of this research rests upon its reconsideration of the “what is beautiful is good” effect and the questioning of the supremacy of this effect. These results provide insights for academics to better explain and increase adoption and recommendation intentions. Moreover, the results can help banking practitioners to improve their policies and strategies pertaining to mobile banking applications.