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Research finds risk perception influences investment choices in Gen Z, suggesting social media's growing role.
This research paper examines the impact of financial influencers on the investment decisions of Gen Z investors. The study is based on primary data collected through a structured questionnaire with over 150 responses. It analyzes factors such as influencer credibility, social media exposure, and risk perception influencing investment behavior.
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Nandini Patel (2026) studied this question.
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