THE RESPONSE ON FINANCIAL PRODUCT INFORMATION VIA ONLINE SOCIAL MEDIA

Abstract

Objectives of this research article were: 1. To test consumer demographic differences in interest levels and 2. To respond to financial product information via social media by applying the AIDA response model concept to an online questionnaire for data collection using the snowball technique. The sample size was 403. Responsed data were analyzed using t-test statistics and analysis of variance (ANOVA).

The research results were found that the financial products that consumers were most interested in were: Deposit products, followed by payments, insurance, funds, credit cards, and loans, respectively. The overall response to product information was found to be attractiveness, interest, and desire and decision making There was a high level of response in every aspect. The results of the analysis of responses to financial product information was found that in terms of deposit products, Consumers with different educations, occupations, and incomes have different interests. In terms of credit products, it was found that educated consumers and different incomes had different interests. Regarding credit card products, it was found that consumers of different genders, ages, educations, statuses, and occupations had different interests. In terms of insurance products, it was found that educated consumers and different incomes had different interests. In terms of fund products, it was found that consumers with different genders, educations, and incomes have different interests Finally, regarding payment products, it was found that consumers with different ages, education, status, and income had different interests.