Social Media Content Strategies for Bank Investment Products: Language Complexity, Investor Personas, and Content Preferences in Thailand
คำสำคัญ:
marketing communication, investment products, persona-based marketing, , social media marketing, content strategyบทคัดย่อ
While social media platforms facilitate investment communication, financial product complexity creates communication barriers preventing effective engagement across diverse investor segments. This study examines associations between financial language complexity and investor personas in investment product communication on social media platforms, along with persona-content type preference relationships. Using content analysis methodology, 180 high-engagement posts from verified Thai financial institutions and financial influencers across Facebook, X, and TikTok were analyzed and categorized by complexity levels, persona identification, and content types. Results reveal significant complexity-persona associations: Analytical Investors preferred high complexity content while Security-focused personas engaged primarily with basic language. Educational content emerged as the predominant preference across all personas. Step-by-Step Guides showed strong resonance with Pre-retirees, and Tips for Money Management proved effective with Retirees. Notably, Analytical Investors demonstrated no engagement with Market Analysis content, contradicting expected patterns. The findings extend the Elaboration Likelihood Model and refine personalization theory, showing that high-engagement content maintains universal appeal while incorporating selective optimization. Banks can implement evidence-based strategies prioritizing universal educational content while selectively targeting specific persona-content combinations.
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