A STUDY ON THE SOCIAL MEDIA INFLUENCE ON INVESTOR AGED GROUP (18-30) WITH REFERENCE TO NAVI MUMBAI AREA

Abstract

The way people obtain financial information and investment opportunities has been completely changed by social media. Influencers, instructors, and trading communities often disseminate financial content on digital platforms like Instagram, YouTube, Telegram, and LinkedIn, where young investors between the ages of 18 and 30 are very active. This study looks at how social media affects young investors' decision-making, trust levels, investment awareness, and interest. The study is based on primary data that was gathered from 40 respondents utilising a standardised Google Forms questionnaire. The results show that while young people's interest in investing is greatly increased by social media, their level of trust in social media advice is still moderate. While financial influencers and instructional content are important. The results show that while young people's interest in investing is greatly increased by social media, their level of trust in social media advice is still moderate. Investment decisions are heavily influenced by financial influencers and instructional content, but many respondents also reported losing money when they followed social media advice without doing the necessary research. The study comes to the conclusion that social media serves as a tool for financial awareness as well as a possible risk factor, emphasising the necessity of financial literacy and ethical investing practices among young investors.