STOCK MARKET NEWS STRATEGY, OPINION, UTILIZATION AND SATISFACTION WITH EFINANCETHAI FACEBOOK FANPAGE AMONG GENERATION Y AND X INVESTORS
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Abstract
The objectives of this research were (1) to study the stock market news strategy of efnanceThai Facebook Fanpage; (2) to compare opinions, utilizations, and satisfactions of Generation Y and Generation X stock market investors with the stock market news of the Fanpage; and (3) to study and compare the stock market news strategies and satisfactions of the stock market investors. This study used qualitative research methodology. It was divided into 2 parts: The first part was a documentary analysis to find the stock market news strategies while the second part was the in-depth interviews of stock market investors to evaluate their utilities, satisfaction, and opinions towards stock and market news.
The research findings revealed that efnanceThai applied 2 main news strategies. Firstly, the presentation strategy contained 4 aspects of presentation, namely, posting, media supporting the post, types of presentation, and the length of contents. Secondly, the content strategy was divided into 5 aspects, namely, types of stock news, industrial stocks, objectives of content, content lifespan, and origin of information.
EfnanceThai Fanpage posted 14 types of content. The most presented content was the individual stocks. The objectives of the content were to inform the investors and to provide information for their decision-making. As for the presentations, most of them were short presentations. There were 12 types of presentation strategies. The most used type was the news report presentation.
Investors in the research sample had demographic differences in terms of age, fields of investment, and investment experiences resulted in their differences of satisfactions with the stock market content presentation strategies and types of presentation.
Gen X investors read the contents of stock recommendation and gave importance to stock analysis while Gen Y read the contents on stock overview and economic trend in order to plan their own investment. On the other hand, the results of comparison between different lines of investment revealed that hybrid investors focused on contents providing knowledge, ranking, comparing, and how-to; while technical investors preferred infographic contents, SET index and stock prices. Results of comparison of investors based on their investment experiences revealed that new Investors favored news providing knowledge and understanding whereas investors with more than 3-year experience looked for information to be used for decision-making.
EfnanceThai news strategies that were statistically consistent with investor’s satisfaction were the short-form content and the content of individual stocks; while the inconsistent strategies were the objectives of stock news content that the majority of investors were most satisfied with the stock news content with the objective to create knowledge and understanding. However, most pages posted this content the least.
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