A STUDY ON IMPACT OF SOCIAL MEDIA ON WOMEN’S INVESTMENT DECISION

Authors:

Shah Dhara Jagatbhai, Dr. Rupali More

Keywords:

Social media influence, women investors, investment decisions, financial literacy, behavioral finance

Abstract:

Social media is the need of an hour. It has influenced the individuals, lifestyles, businesses etc. This study examines the influence of social media on women’s investment decisions in the contemporary digital financial environment. The research explores how social media platforms contribute to enhancing women’s financial literacy, shaping risk perception, increasing investment confidence, and influencing overall investment behavior. In recent years, digital platforms such as YouTube, Instagram, Facebook, and financial blogs have emerged as important sources of financial information and investment awareness among women investors. The study is based on primary data collected through a structured survey administered to 100 female investors belonging to the age group of 20–65 years. Statistical tools such as correlation analysis were employed to examine the relationship between social media exposure and investment decision-making patterns. The findings reveal that social media exerts a significant positive influence on women’s investment decisions by improving awareness, accessibility to financial knowledge, and confidence in making informed investment choices. The study highlights the growing role of digital communication in promoting women’s financial empowerment and participation in investment activities.

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