The influence of social media exposure on the decision to use financial services among Generation X living in Bangkok

Abstract

This study aims to examine the influence of social media exposure on the decision to use financial services among Generation X, residing in Bangkok. A quantitative research approach was employed, utilizing an online questionnaire as the primary data collection tool. Reliability was assessed using Cronbach’s alpha, yielding a reliability coefficient of 0.75 from a pilot sample of 46 participants. The main data collection involved 351 respondents Generation X, aged 41–55 years, residing in Bangkok selected through cluster sampling. Descriptive statistics were used to analyze demographic data, social media exposure, and financial service decision-making behaviors in terms of frequency, percentage, mean, and standard deviation. Inferential statistics, specifically Pearson’s correlation coefficient, were applied to test the hypotheses at the 0.01 significance level. The findings revealed a statistically significant relationship between overall social media exposure and the decision to use financial services. The four dimensions of media exposure, selective exposure, attention, perception and interpretation, and retention were all positively correlated with financial decision-making, supporting the research hypothesis.