Information Quality of Investment Services with Social Media

With the increasing use of social media to provide investment information, it is still unclear what information characteristics customers value and thus enhance long-term relationships between the customers and financial consultants. This study examined the attributes of information quality and hedonic motivation that could influence social media use by customers to receive investment information from investment consultants. A sample of 460 investors in the Stock Exchange of Thailand (SET) was collected to test the proposed hypotheses. The study finds that investors’ use of social media to receive investment information and interact regularly resulted in positive relationships with investment consultants. The results highlighted the aspect of fit for use and context-specific for information quality. Some attributes were considered valuable and more influential than others from the investors’ point of view for this investment decision context.