Leveraging Social Media Marketing For Enhancing Investor Trust in The Nascent Financial Securities Market In Ethiopia
| dc.contributor.advisor | Andinet Worku (PhD) | |
| dc.contributor.author | Yafet Wondimagegnhu | |
| dc.date.accessioned | 2025-08-09T07:58:29Z | |
| dc.date.available | 2025-08-09T07:58:29Z | |
| dc.date.issued | 2024-10 | |
| dc.description.abstract | In the evolving landscape of global finance, social media has emerged as a pivotal tool forinvestor engagement and education. This study explores the role of social media marketing in enhancing investor awareness and confidence within the Ethiopian share company stock market.As Ethiopia prepares to launch its formal stock exchange in 2024-25, understanding the impactof digital platforms on investor behavior is crucial.This research employs a deductive approach, leveraging a comprehensive literature review and a survey methodology to gather data from potential retail investors in Ethiopia. The findingsindicate that social media platforms, particularly Facebook and Twitter, play a significant role in shaping investor perceptions and trust. Key dimensions of trust—credibility, benevolence, andreliability—are positively influenced by strategic social media content, including educational posts, customer testimonials, and regular company updates. The study reveals that tailored socialmedia strategies can significantly boost investor confidence, leading to increased participation inthe stock market. The implications of these findings are profound, offering actionable insights for financialinstitutions, policymakers, and market regulators in Ethiopia. By effectively leveraging socialmedia, these stakeholders can foster a more informed and engaged investor community,ultimately contributing to the development of a vibrant and inclusive stock market ecosystem.Future research should continue to explore the dynamic interplay between social media andinvestor behavior, particularly as digital adoption rates increase. Keywords: social media marketing, investor engagement, investor confidence, Ethiopian stockmarket, digital platforms, investor behavior, financial education, market development, trust dimensions, strategic content. | |
| dc.identifier.uri | https://etd.aau.edu.et/handle/123456789/6275 | |
| dc.language.iso | en_US | |
| dc.publisher | Addis Ababa University | |
| dc.title | Leveraging Social Media Marketing For Enhancing Investor Trust in The Nascent Financial Securities Market In Ethiopia | |
| dc.type | Thesis |