Role Of Social Media Usage on Reshaping Investment Decisions

Abstract

The present study aims to explore the impact of social media usage on the investment preferences and Behaviour of youth. The study primarily focuses on the social media factors influencing the Behaviour of youth towards their investment preference in their day-to-day life. The present study adopts empirical and exploratory research design to gather the perception and preferences of youth in Chennai city of Tamil Nadu towards their usage on social media platforms and its impact on their investment Behaviour and preferences. The non-probability judgment sampling technique was adopted to collect primary data using questionnaire method. The statistical techniques such as, percentage analysis, simple linear regression analysis has been applied to understand the impact of social media factors on investment Behaviour. The findings align with foundational theories (TAM, TPB) and contemporary research on digital finance, underscoring social media’s transformative role in reshaping investment behavior. Future research could integrate behavioral economics frameworks to address unexplained variance and refine predictive models, ensuring alignment with the evolving digital landscape. Influencers can leverage their reach to promote positive investment behaviors, reducing the influence of herding behavior and improving informed decision-making.