The Role of Marketing Tools in the Improvement of Consumers Financial Literacy
The aim of the paper is to explore the contribution of different types of marketing communication in consumer financial literacy formation from a three component perspective. As a method a survey among the target audience of home loans was used. The authors have focused on consumer financial knowled...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Sciendo
2015-08-01
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| Series: | Economics and Business |
| Subjects: | |
| Online Access: | https://doi.org/10.1515/eb-2015-0006 |
| _version_ | 1797967514830897152 |
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| author | Paramonovs Sergejs Ijevleva Ksenija |
| author_facet | Paramonovs Sergejs Ijevleva Ksenija |
| author_sort | Paramonovs Sergejs |
| collection | DOAJ |
| description | The aim of the paper is to explore the contribution of different types of marketing communication in consumer financial literacy formation from a three component perspective. As a method a survey among the target audience of home loans was used. The authors have focused on consumer financial knowledge, financial behaviour and financial attitude that constitute financial literacy in home loan market. As a result of empirical analysis the authors have found that the biggest contribution to formation of consumers financial literacy (within all three components) have educational web sites of government authorities, official web sites of banks, consultations with bank specialists, school curriculum subjects and opinions of friends, relatives and acquaintances. |
| first_indexed | 2024-04-11T02:32:24Z |
| format | Article |
| id | doaj.art-7630396a18c64cdd8b7d64f79945d044 |
| institution | Directory Open Access Journal |
| issn | 2256-0394 |
| language | English |
| last_indexed | 2024-04-11T02:32:24Z |
| publishDate | 2015-08-01 |
| publisher | Sciendo |
| record_format | Article |
| series | Economics and Business |
| spelling | doaj.art-7630396a18c64cdd8b7d64f79945d0442023-01-02T21:02:46ZengSciendoEconomics and Business2256-03942015-08-01271404510.1515/eb-2015-0006The Role of Marketing Tools in the Improvement of Consumers Financial LiteracyParamonovs Sergejs0Ijevleva Ksenija1University of LatviaUniversity of LatviaThe aim of the paper is to explore the contribution of different types of marketing communication in consumer financial literacy formation from a three component perspective. As a method a survey among the target audience of home loans was used. The authors have focused on consumer financial knowledge, financial behaviour and financial attitude that constitute financial literacy in home loan market. As a result of empirical analysis the authors have found that the biggest contribution to formation of consumers financial literacy (within all three components) have educational web sites of government authorities, official web sites of banks, consultations with bank specialists, school curriculum subjects and opinions of friends, relatives and acquaintances.https://doi.org/10.1515/eb-2015-0006social marketingconsumer financial literacyhome loan market |
| spellingShingle | Paramonovs Sergejs Ijevleva Ksenija The Role of Marketing Tools in the Improvement of Consumers Financial Literacy Economics and Business social marketing consumer financial literacy home loan market |
| title | The Role of Marketing Tools in the Improvement of Consumers Financial Literacy |
| title_full | The Role of Marketing Tools in the Improvement of Consumers Financial Literacy |
| title_fullStr | The Role of Marketing Tools in the Improvement of Consumers Financial Literacy |
| title_full_unstemmed | The Role of Marketing Tools in the Improvement of Consumers Financial Literacy |
| title_short | The Role of Marketing Tools in the Improvement of Consumers Financial Literacy |
| title_sort | role of marketing tools in the improvement of consumers financial literacy |
| topic | social marketing consumer financial literacy home loan market |
| url | https://doi.org/10.1515/eb-2015-0006 |
| work_keys_str_mv | AT paramonovssergejs theroleofmarketingtoolsintheimprovementofconsumersfinancialliteracy AT ijevlevaksenija theroleofmarketingtoolsintheimprovementofconsumersfinancialliteracy AT paramonovssergejs roleofmarketingtoolsintheimprovementofconsumersfinancialliteracy AT ijevlevaksenija roleofmarketingtoolsintheimprovementofconsumersfinancialliteracy |