A Mixed Approach to Determine the Factors Affecting the Customers Trust on Financial Services on Social Media Platforms.

Because of the growth of financial services such as stock market investments, mutual fund investments, home loans, insurance, etc., both academics and banking professionals are paying more attention to online promotions due to their significant influence and better reach to customers. Social media is a great platform for both firms and their customers to exchange information among communities. Sometimes this kind of communication is affecting the customer's trust in financial services. The purpose of this study is to determine and rank the factors that affect customer trust in financial services through social media online reviews. The methodology has been proposed based on a mixed approach. First, the data was extracted from Kaggle databases. Then using NLP to determine the factors and applied the TOPSIS method to prioritize the rank. This study's results determined that security, fake promises, less ROI, firm credibility, and wealth of the firm's factors are affecting the trust of the customers with financial services. Additionally, the work seeks to validate a novel methodology that employs social media data to solve multi-criteria decision-making issues.