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Wertpapieraffinität und die Abschlusswahrscheinlichkeit von Finanzinstrumenten deutscher Privatkunden. Einfluss von Social Media

Wertpapieraffinität und die Abschlusswahrscheinlichkeit von Finanzinstrumenten deutscher Privatkunden. Einfluss von Social Media

          
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About the Book

Studienarbeit aus dem Jahr 2023 im Fachbereich BWL - Investition und Finanzierung, Note: 1,0, FOM Essen, Hochschule für Oekonomie & Management gemeinnützige GmbH, Hochschulleitung Essen früher Fachhochschule, Sprache: Deutsch, Abstract: Das Ziel dieser wissenschaftlichen Arbeit ist es, zu erarbeiten, ob bzw. inwieweit Social-Media-Beiträge Einfluss auf die Abschlusswahrscheinlichkeit von Finanzinstrumenten deutscher Privatkunden nehmen. Hierzu wird zunächst in Kapitel 2 der Bereich Social Media näher beleuchtet. Dabei wird der Kanal Instagram in die Markt- und Werbepsychologie eingeordnet, seine Bedeutung für die Finanzdienstleistungsbranche anhand des Beispiels "TradeRepublic" erläutert und zusätzlich die Herausforderungen eines solchen Tools dargestellt. Abschließend wird auf Basis von Praxiserfahrungen erläutert, welche Inhalte und Wirkung Social-Media-Beiträge beinhalten und erzielen sollten, um für den Kunden eine Relevanz darzustellen. Das schafft zudem die Überleitung in das Kapitel 3 "Daten und Methodik". Dieses Kapitel erläutert den Forschungsansatz der vorliegenden Arbeit und beschreibt das methodische sowie analytische Vorgehen. Es umfasst zudem das Forschungsdesign und die Konstruktion des Fragebogens (vgl. Kap. 3.1), beschreibt das Sampling und die Datenerhebung (vgl. Kap. 3.2) sowie die deskriptive Statistik, die explorative Datenanalyse und die Inferenzstatistik dargestellt werden (vgl. Kap. 3.3). Die Vorstellung der Ergebnisse erfolgt in Kapitel 4: Hier erfolgt die Darstellung und Überprüfung der im Laufe dieser Arbeit aufgestellten Forschungshypothesen. Das Fazit schließt diese wissenschaftliche Arbeit ab, indem es die wesentlichen Erkenntnisse festhält, praktische Implikationen beleuchtet, die Limitationen darlegt und einen Ausblick für weitergehende Forschungen aufzeigt. Die Anlegermentalität der deutschen Anleger ist bekanntermaßen eher konservativ und wenig chancenorientiert. Einer Umfrage von "bank und markt" zufolge beschreiben sich 78% de


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Product Details
  • ISBN-13: 9783346853417
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 72
  • Spine Width: 4 mm
  • Width: 148 mm
  • ISBN-10: 3346853411
  • Publisher Date: 28 Mar 2023
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 104 gr


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Wertpapieraffinität und die Abschlusswahrscheinlichkeit von Finanzinstrumenten deutscher Privatkunden. Einfluss von Social Media
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