INVESTIGATING RADIO INFLUENCE ON FINTECH AWARENESS AND USAGE AMONG TRADERS IN IJEBU-NORTH LOCAL GOVERNMENT, OGUN STATE, NIGERIA
Abstract
ABSTRACT
The objectives of this study were to identify popular fintech companies’ services currently utilized by traders; assess the current level of fintech awareness and usage among traders in Ijebu-North LGA; find out whether traders’ current level of awareness and decision to use fintech solutions were enhanced by radio advertisement; and to evaluate the viability of radio usage as a medium for increasing fintech awareness. The Uses and Gratifications, and diffusion of innovation theories were used to explain key variables. The study adoptedge a descriptive survey research design, with the population being traders operating in major markets within Ijebu-North LGA, including: Ijebu-Igbo Central Market, Ago-Iwoye Market, Oru Market, Awa Market, and Ilaporu Market. 420 of them were selected as representatives through a multi-stage sampling technique, whereby structured questionnaires were used to collect required data. The findings of this study revealed that that Opay, Moniepoint, Kuda, Palmpay, and Fairmoney are popular Fintech companies’ services currently utilized by traders; that the current level of Fintech awareness and usage among traders in Ijebu-North LGA is High; that Ijebu-North LGA trader’s current level of awareness and decision to use Fintech solutions were not enhanced by radio advertisement; and that radio usage as a medium for increasing Fintech awareness is not viable in Ijebu-North LGA. This is owing to the fact that 8.40 (the Weighted Mean for this) is above the decision rule of 3.0. This study concluded and recommended that although radio has a significant role in promoting Fintech awareness, but to translate this awareness into usage, there is a need for targeted and consistent radio campaigns that not only inform but also educate traders on how to access and safely use Fintech tools.
Word Count: 279
Keywords: Influence, Fintech, Fintech Awareness and Usage, Traders
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