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- Title
Consumers' Differential Perception towards Financial Products: The Key-Driver of Purchase Decision by Social Media.
- Authors
Behera, Yadav Devi Prasad; Sahoo, Saroj Kumar; Sahoo, Tushar Ranjan
- Abstract
The evolution of social media has not only brought the socialisation into next higher level, but also justified to be a better marketing channel for the financial product. In this context, the research problem of this study can be defined as "can the purchase decision-making of any particular financial product be driven by social media that form differential perception along the moderation effect of past experience?" The current study is following descriptive research design, where relevant literature relating to social media, differential perception, the role of past experience, and decision making of financial products' customers enabled the authors to propose a model. Other major results of this study refer that four major dimensions of social media are driving the 'differential perception'. The level at which differential perception will be accelerated or decelerated, at that level purchase decision can be changed with the moderation effect of customers' past experience with financial products.
- Subjects
SOCIAL media; SOCIALIZATION; SENSORY perception; CONSUMERS; DECISION making
- Publication
Abhigyan, 2020, Vol 38, Issue 2, p11
- ISSN
0970-2385
- Publication type
Article
- DOI
10.56401/abhigyan/38.2.2020.11-23