SavvyMiners

SavvyMiners is a communication campaign with the goal of encouraging local investors aged 18-30 to adopt proper investment information-seeking behaviours, in turn facilitating them to make more informed investment decisions. This comes at a time when 63% of these young adults are not on track to ach...

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Main Authors: Liew, Debbie Zi Qing, Ng, Geraldine Qi Yue, Ong, Daphne Sze Huei, Koh, Shirley Jing Yi
Other Authors: Andrew Prahl
Format: Final Year Project
Language:English
Published: Nanyang Technological University 2023
Subjects:
Online Access:https://hdl.handle.net/10356/165325
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Institution: Nanyang Technological University
Language: English
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spelling sg-ntu-dr.10356-1653252023-03-26T15:34:44Z SavvyMiners Liew, Debbie Zi Qing Ng, Geraldine Qi Yue Ong, Daphne Sze Huei Koh, Shirley Jing Yi Andrew Prahl Wee Kim Wee School of Communication and Information andrew.prahl@ntu.edu.sg Social sciences::Communication SavvyMiners is a communication campaign with the goal of encouraging local investors aged 18-30 to adopt proper investment information-seeking behaviours, in turn facilitating them to make more informed investment decisions. This comes at a time when 63% of these young adults are not on track to achieve their investment goals amidst a bleak, post-pandemic economy, which can hamper their financial and emotional wellbeing. The campaign defined three components as part of the overall investment information-seeking behaviour. They include: acquisition of relevant investment information, evaluation of investment information credibility, and objective processing of investment information. With reference to the Health Belief Model, SavvyMiners sought to improve the target audience’s knowledge, attitudes and self-efficacy levels to drive behavioural change. This was done through informative social media posts, content collaboration with investment experts and interactive online challenges surrounding investment information-seeking behaviour. Over a 13-week duration, the campaign has successfully boosted a 8% rise in intention and 15% rise in adoption of investment information-seeking behaviour among the target audience. Bachelor of Communication Studies 2023-03-24T01:54:30Z 2023-03-24T01:54:30Z 2023 Final Year Project (FYP) Liew, D. Z. Q., Ng, G. Q. Y., Ong, D. S. H. & Koh, S. J. Y. (2023). SavvyMiners. Final Year Project (FYP), Nanyang Technological University, Singapore. https://hdl.handle.net/10356/165325 https://hdl.handle.net/10356/165325 en CS22_030 application/pdf application/pdf Nanyang Technological University
institution Nanyang Technological University
building NTU Library
continent Asia
country Singapore
Singapore
content_provider NTU Library
collection DR-NTU
language English
topic Social sciences::Communication
spellingShingle Social sciences::Communication
Liew, Debbie Zi Qing
Ng, Geraldine Qi Yue
Ong, Daphne Sze Huei
Koh, Shirley Jing Yi
SavvyMiners
description SavvyMiners is a communication campaign with the goal of encouraging local investors aged 18-30 to adopt proper investment information-seeking behaviours, in turn facilitating them to make more informed investment decisions. This comes at a time when 63% of these young adults are not on track to achieve their investment goals amidst a bleak, post-pandemic economy, which can hamper their financial and emotional wellbeing. The campaign defined three components as part of the overall investment information-seeking behaviour. They include: acquisition of relevant investment information, evaluation of investment information credibility, and objective processing of investment information. With reference to the Health Belief Model, SavvyMiners sought to improve the target audience’s knowledge, attitudes and self-efficacy levels to drive behavioural change. This was done through informative social media posts, content collaboration with investment experts and interactive online challenges surrounding investment information-seeking behaviour. Over a 13-week duration, the campaign has successfully boosted a 8% rise in intention and 15% rise in adoption of investment information-seeking behaviour among the target audience.
author2 Andrew Prahl
author_facet Andrew Prahl
Liew, Debbie Zi Qing
Ng, Geraldine Qi Yue
Ong, Daphne Sze Huei
Koh, Shirley Jing Yi
format Final Year Project
author Liew, Debbie Zi Qing
Ng, Geraldine Qi Yue
Ong, Daphne Sze Huei
Koh, Shirley Jing Yi
author_sort Liew, Debbie Zi Qing
title SavvyMiners
title_short SavvyMiners
title_full SavvyMiners
title_fullStr SavvyMiners
title_full_unstemmed SavvyMiners
title_sort savvyminers
publisher Nanyang Technological University
publishDate 2023
url https://hdl.handle.net/10356/165325
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