Unveiling the power of youtube in digital financial literacy

Abstract

Research aims: The importance of digital financial literacy (DFL) as a core component of education is expected to grow in the digital age. Social media platforms have made huge improvements in their ability to support information sharing and the establishment of educational communities. A total of 30 samples were obtained from YouTube video creators in Indonesia, Malaysia, and the Philippines. The authors compared two models of User Engagement Rate in this study, specifically Commitment 1: Engagement Rate and Commitment 2: Total Engagement. The objective of this study is, thus, to investigate the characteristics of social media video content that resulted in greater user interaction on social media platforms, specifically in the context of using YouTube as a platform for digital financial literacy tools.Design/Methodology/Approach: The present study employed quantitative methodologies, specifically exploratory factor analysis and predictive regression models.Research findings: The findings indicate that the fluency of videos, vividness level, and content type exerted a substantial influence on user engagement rate when considered in an integrated way rather than individually. The factors of popularity and virality had a substantial impact on the rates of user engagement.Theoretical contribution/Originality: This study represents a pioneering investigation into the potential of YouTube as a catalyst for progress in the realm of financial education, with a specific focus on enhancing digital financial literacy. Practitioner/Policy implication: Collaboration between content creators, corporate partners, and government entities can be leveraged to produce a very successful and widely shared video, hence creating the lucrative potential for monetization.Research limitation/Implication: This study was limited to three countries located in the Southeast Asian region, serving as the residence for content providers.