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

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.