THE PERCEPTION AND TRUST OF THE MILLENNIAL YOUNG BUSINESSMEN WITH BANK'S BRAND COMMUNICATION THROUGH DIGITAL MEDIA BEFORE MAKING A DECISION TO USE A COMMERCIAL LOANS

Abstract

The research had two objectives 1) to examine the perception of brand communication through digital media and the trust in financial institutions by Millennium successor groups before making decisions in commercial loan service for major business and 2) to study their perspectives of trust towards brand communication through digital media of financial institutions.  The research was qualitative, using in-depth interviews with five Millennium successors.

The results showed that young business men from Millennium successor groups perceived the brand communication of financial institutions through digital media and they were interested in brand communication of those financial institutions.  They used those brand communications for reasoning in their making decisions in commercial loan service for their major business.  Besides, young business men from Millennium successor groups considered that financial institutions applied digital media which made them accessible easily.  In case the financial institutions communicated brands more often, young business men from Millennium successor groups would use the information for considering to choose commercial loan service.