THE IMPACT OF SOCIAL MEDIA ON INVESTMENT DECISIONS: AN EMPIRICAL ANALYSIS OF USER BEHAVIOR ON INVESTMENT PLATFORMS

Abstract

This study examines the investment behavior of social media users and explores the relationship between social media usage and investment decisions.The study finds that most respondents are male, between the ages of 18 and 40, have graduate education, and are students or in other occupations.Instagram and YouTube are the preferred social media platforms, used mainly to connect with friends and family.The preferred investment options are stocks and mutual funds.Gender is significantly associated with investment preferences.Social media platforms are increasingly being used as sources of investment information, with Instagram being the most influential and useful.Finally, there is a strong correlation between investment source options and social media platform usage.

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