Socio–economic landscape of the region: growth investments
- Authors:
- Кыялбекова Элина Кыялбековна, Губанова Анна Викторовна
- Work direction:
- Финансовые технологии (FinTech) и трансформация банковско-страхового сектора
- Abstract:
- A study of the impact of short video formats (TikTok, VK clips, YouTube Shorts) on financial marketing and customer behavior, particularly in the Krasnoyarsk region. Based on a survey of young people, the authors identify trust in informal bloggers and the dominance of digital pragmatism in content consumption. The analysis shows that the format not only promotes high engagement but also introduces new risks due to the simplification of information and the loss of critical evaluation. The key conclusion is that FinTech companies need to combine the effectiveness of short videos with financial responsibility and a deep understanding of the local context to build sustainable trust.
- Keywords:
- digital transformation, financial marketing, short videos, customer trust, regional context