Influence of Social Media on Women’s Investment Choices: Unpacking the Digital Impact

Purpose: The aim of conducting this research is to investigate the impact of social media advisors, the frequency of using social media, its impact on enhancing their Financial Literacy and how it influences females’ risk-taking capability. This will help us to know how all these independent variables will affect the dependent investment decisions of the Female investors.

Design/ Methodology/ Approach: A self-prepared and self-administered structured questionnaire was used to collect precise information and provide a rigorous approach to the research. The link between the constructs was investigated using a descriptive study approach. Using Google Forms, an online questionnaire was distributed to gather data. SPSS software was used to apply a correlation, regression and Cronbach-alpha model for data analysis.

Findings: The findings of this study revealed a substantial link between social media and investment decisions, with all four independent variables correlating favourably with the dependent variable (investment decision). To put it another way, the findings of this study show that social media has an impact on Female investment decisions.

Practical Implications: There is a need to promote financial literacy among Indian citizens, particularly the female of young age generation (18-25) because they are the ones who have recently begun or will soon begin earning an income. If they starts investing some part of their income in the capital markets, Early investment will be good for them as well as for the country in the long term.

Originality Value: This study intends to add to the body of knowledge for future financial research on an important topic: the impact of social media on Females’ risk-taking capability while investing.