Title
What do Financial Planning Organizations Communicate to Stakeholders and Consumers? An Empirical Narrative Analysis
Document Type
Article
Publication Date
2018
Abstract
This study examined how financial organizations present relevant information to stakeholders and consumers and what differences exist between what organizations intend to deliver and what consumers and stakeholders perceive from the communication channels. Using a text mining technique, text data collected from financial planning organizational websites, social media, and news reports were analyzed. The results showed that the financial planning organizations successfully address their own position in the financial planning profession; however, financial planning organizations often fail to communicate specifics about their value to consumers. The findings suggest that financial planning organizations should enhance messaging strategies to promote both the organization and the profession it uniquely serves.
Publication Title
Financial Services Review
Volume
27
First Page
115
Last Page
131
Recommended Citation
Heo, Wookjae; Park, Narang; Henager, Robin; and Grable, John E., "What do Financial Planning Organizations Communicate to Stakeholders and Consumers? An Empirical Narrative Analysis" (2018). Consumer Sciences Faculty Publications. 36.
https://openprairie.sdstate.edu/consumer-sci_pubs/36