Exploring the Role of Social Media in Investment Decision-Making Among Indian Youth Professionals

This study investigates the impact of social media on individual investment decision making and examines whether financial capability moderates this relationship. A quantitative, cross-sectional survey was conducted among recently employed individuals in Kochi, India, using structured questionnaires. The results reveal that both social media influence and financial capability significantly and positively affect investment decision making. However, financial capability does not significantly moderate the effect of social media’s impact. These findings highlight the influential role of social media in contemporary investment behavior, irrespective of financial capability levels.