SOCIAL MEDIA'S INFLUENCE ON INVESTMENT DECISIONS AMONG YOUNG INVESTORS

Abstract

It is a major study titled "Social Media's effect on investments among young entrepreneurs" that investigates the impact of social media platforms such as Instagram, YouTube, TikTok, or Reddit on the investing decision-making behaviour of young individuals between 18 to 35. The study's main objectives were to: Identify the amount of social media usage among young investors; measure the impact of social media on the investment decisions of young investors; identify positive and negative impacts of social media on young investors; and provide specific recommendations. A structured questionnaire was used, both closed and open ended. With the help of convenient sampling techniques, a total of 111 responses were received from youngsters having invested their experience in and around Delhi-NCR. Numbers, mean scores, charts, tables and graphs were used to analyse the data. Key Findings The study discovered that social media has a significant impact on new investors. Over 67% of respondents invest regularly in material, and over 61% state that social media has a strong or very strong impact on their investment decisions. It assists people to look for possibilities, increases their trust and arouses their interest in business. It also leads to FOMO, encourages trendy investing and leads to damages i.e. 40.5% of those surveyed said they suffered financial losses from social media recommendations. Young consumers utilize many networks on a regular basis and follow finfluencers, but many are mindful of the dangers, which include disinformation or a lack of oversight. Conclusion and Recommendations Social media has made it easier for young people to make investments, but it has also increased the risk. According to the survey, young investors should only utilize social media to pick up or double-check their facts. It also advocates for tougher SEBI regulations and improved monetary literacy initiatives in schools. This study demonstrates how crucial it is for young people to utilize social media properly with their money so that individuals can create wealth securely and gradually.