Role of Social Networking Sites in Financial Product Choice: An Investigation Through the Theory of Planned Behavior

Q2 Business, Management and Accounting

Business Perspectives and Research Pub Date : 2023-01-01 DOI:10.1177/22785337211070342

Mohammed Anam Akhtar, Khurram Ajaz Khan, Hung Cuong Hoang

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引用次数: 1

Abstract

This study aims to find the role social networking sites (SNSs) have in the form of expert opinions and blogs available at digital platforms, on financial product choice (FPC). How do social blogs and online expert opinions influence people’s purchasing decisions when using a TPB-based model? The research is conducted in northern India on an individual-level survey basis. The effects of the chosen variable on purchase intentions through the theory of planned behavior were examined by partial least square-structural equation modeling (PLS-SEM) using SMART-PLS 3.2. The results revealed that social media platforms have a positive impact on individuals’ FPCs through blogs and opinions. This study adds to the literature by providing insights into the impact of social media on financial product selection in a developing country like India, an area that is not much explored. More so, there is no conclusive literature available in the Indian context using gender as a moderator over TPB while examining intention to invest in financial products. The study provides a better understanding of investment behavior using online social platforms, blogs, and online expert opinion to policymakers and regulators like SEBI and service providers for enhancing the reach of their services. However, constraints such as dealing with self-reporting and generalizing findings to various situations are expected to be overcome with additional research in the field.

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社交网站在金融产品选择中的作用——基于计划行为理论的调查

本研究旨在发现社交网站(sns)在数字平台上以专家意见和博客的形式对金融产品选择(FPC)的作用。当使用基于tbb的模型时，社会博客和在线专家意见如何影响人们的购买决策?这项研究是在印度北部以个人调查为基础进行的。通过计划行为理论，通过偏最小二乘结构方程模型(PLS-SEM)使用SMART-PLS 3.2检验了所选变量对购买意愿的影响。结果显示，社交媒体平台通过博客和观点对个人fpc产生积极影响。这项研究通过深入了解社交媒体对印度等发展中国家金融产品选择的影响，为文献提供了补充，这一领域的探索并不多。更重要的是，在印度的背景下，没有结论性的文献，在审查投资金融产品的意图时，使用性别作为TPB的调节因素。该研究为政策制定者和监管机构(如SEBI)以及服务提供商提供了更好地了解使用在线社交平台、博客和在线专家意见的投资行为，以提高其服务的覆盖面。然而，诸如处理自我报告和将研究结果推广到各种情况等限制因素预计将在该领域的进一步研究中得到克服。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Business Perspectives and Research Business, Management and Accounting-Business and International Management

CiteScore

5.00

自引率

0.00%

发文量

期刊介绍： Business Perspectives and Research (BPR) aims to publish conceptual, empirical and applied research. The empirical research published in BPR focuses on testing, extending and building management theory. The goal is to expand and enhance the understanding of business and management through empirical investigation and theoretical analysis. BPR is also a platform for insightful and theoretically strong conceptual and review papers which would contribute to the body of knowledge. BPR seeks to advance the understanding of for-profit and not-for-profit organizations through empirical and conceptual work. It also publishes critical review of newly released books under Book Review section. The aim is to popularize and encourage discussion on ideas expressed in newly released books connected to management and allied disciplines. BPR also periodically publishes management cases grounded in theory, and communications in the form of research notes or comments from researchers and practitioners on published papers for critiquing and/or extending thinking on the area under consideration. The overarching aim of Business Perspectives and Research is to encourage original/innovative thinking through a scientific approach.