INFLUENCING FACTORS OF FINANCIAL PRODUCT SUCCESS IN CHINESE SOCIAL MEDIA LIVE BROADCASTS
This study explores the burgeoning realm of selling financial products via social media live broadcasts in China. With the country’s digital innovation and shifting consumer preferences, the research aims to dissect the influencing factors of financial product success. These include the type of financial product, personal needs, trust, content creativity, and the mediating role of customer satisfaction. Employing a mixed-method approach, the research combines quantitative analysis of 360 companies with qualitative insights from 20 targeted interviews to unravel the complex dynamics at play. The findings from mixed research method highlight the pivotal influence of the type of financial product, personal needs, trust, and content creativity on both customer satisfaction and the overall success of financial products. Customer satisfaction stands out as a crucial mediator, amplifying the impact of these variables on financial product success. The study suggests that leveraging customer satisfaction through innovative content and trust-building measures can significantly enhance the effectiveness of social media platforms as channels for financial product sales. These insights contribute to both theoretical frameworks and practical strategies in digital marketing, particularly within the financial sector, offering an understanding of the levers driving consumer engagement and sales in the context of social media live broadcasts.
Financial Product Success, Influencing Factors, Social Media Live Broadcasts.