A Comparative Study of The Impact of Print Media and Social Media Advertisement on Financial Products.

Abstract

Print and social media advertisements influence financial product perceptions and purchases. Newspapers, magazines, and brochures provide a tangible and credible platform for financial institutions to promote their products. Physical print materials can build customer trust and legitimacy. Print media also provides detailed financial product information, making it an effective tool for reaching older consumers who prefer traditional information sources. However, social media advertising has transformed financial marketing. It lets financial institutions target specific demographics with tailored content quickly and widely. Interactive social media platforms encourage customer engagement and feedback, creating a more dynamic relationship. However, social media's fast-paced and sometimes temporary nature can make trust and regulatory compliance difficult. A well-balanced approach that combines print media's credibility with social media's dynamic outreach is often needed to promote financial products and services in the digital age. This study is based on primary data. A sample of 175 respondents was obtained. For analysis of data, SPSS is used. Descriptive as well as inferential statistics are obtained to study the objectives.