The importance of social media in financial services’ selling

The growing popularity of social media engage business for using this channel of marketing communication. Financial institutions are trying to rebuild client trust so social media could be theoretically an important tool. But it turns out that it is not, at least not always. Therefore social media may be a complementary communication channel and cannot be ignored completely. Own research confirms that decisions about buying financial services are determined by other factors such as fees and commissions, range of services or number of ATMs.