Impact of Marketing Communications on Consumer Attitudes towards Internet Banking Adoption by University Students in

Abstract. This study focussed on impact of marketing communications on consumer attitudes towards internet banking adoption. Internet banking is a fairly new concept in developing countries such as Zimbabwe. Its usage is still at infancy levels although it brings a multitude of benefits among them is privacy and convenience. The traditional branch based retail banking system is still a predominant method of conducting banking transactions. Online surveys and interviews were used to collect data for this study. A sample of 120 students from HIT and 10 respondents from 5 commercial banks was used. Use of internet banking among students is very low. Most students use mobile money and cash. Marketing communications have been found to have a positive influence on internet banking. However direct marketing and personal selling are very crucial in engaging potential customers. Banks need to capitalise on these tools as they are interactive and more influential in consumer adoption of internet banking