Navigating Finances in the Social Media Era: Age-Based Perspectives on Investment Decisions

The widespread acceptance of social media has become a common part of everyday life amongst various age segments, with the population increasingly devoting significant lengths of time towards online platforms. The growing online world has made social media a basic part of daily activities that affects behaviour subconsciously and consciously. In particular, financial decision-making has undergone a paradigm shift where the role of conventional sources—familial guidance and professional financial advice—has been increasingly replaced by online platforms. This research paper seeks to examine the degree to which social media affects financial decision-making among two different age groups: young adults (ages 22–34) and late middle-aged adults (ages 45–64). The study is carried out within the Indian context and uses survey data for enabling a comparative analysis between these demographic segments. The research indicates that individuals in young adulthood are more vulnerable to online finance-induced decision-making based on increased exposure, increased use of web-based platforms, and behaviours like fear of missing out (FOMO). In contrast, late middle-aged adults show a higher level of caution in financial information obtained on the internet, showing a preference for traditional channels, such as professional financial advisors and personal networks. Furthermore, the research responds to the threats of misinformation, scams, and built-in biases potentially affecting financial decision-making processes negatively.