The Influence of Social Media on Investment Behavior, Brand Equity, and Organizational Growth. A Mixed-Method Analysis
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Research Paper (undergraduate) from the year 2024 in the subject Business economics - Investment and Finance, grade: A, , course: B.Com. International Accounting and Finance, language: English, abstract: In the digital age, social media has transformed investment decision-making by providing real-time financial insights, market trends, and investment opportunities. This study explores the profound impact of social media on investor behavior, analyzing its influence on financial markets, decision-making processes, and risk perception. Platforms such as Twitter, Reddit, YouTube, and Instagram ha...
Research Paper (undergraduate) from the year 2024 in the subject Business economics - Investment and Finance, grade: A, , course: B.Com. International Accounting and Finance, language: English, abstract: In the digital age, social media has transformed investment decision-making by providing real-time financial insights, market trends, and investment opportunities. This study explores the profound impact of social media on investor behavior, analyzing its influence on financial markets, decision-making processes, and risk perception. Platforms such as Twitter, Reddit, YouTube, and Instagram have emerged as key sources of financial information, fostering a shift from traditional advisory-based investing to community-driven discussions. Through a mixed-method research approach, including surveys and statistical analysis, the study examines the role of financial influencers, viral stock trends, and sentiment analysis in shaping investor confidence. Findings indicate that while social media democratizes financial knowledge, it also presents challenges such as misinformation, herd mentality, and speculative investing. The research highlights the need for critical evaluation of online financial content and regulatory measures to safeguard investor interests. By understanding social media's growing role in investment decisions, this study provides valuable insights for investors, financial institutions, and policymakers in navigating the evolving digital investment landscape.
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