Influence of Social Media on Investment Decisions of Women with Special Focus on Sovereign Gold Bonds

Investment is a common practice where people commit their funds in different avenues anticipating it to appreciate over a period of time. The various forms of investments are fixed deposits, Shares, Bonds, Real estate, Mutual Funds, Gold, etc. Gold investment stands out among these as it is practiced for many years especially in countries like India. Sovereign gold bond scheme is a parallel gold investment option which is accounted without the need of physical gold and is denominated in grams of gold. Investment in Sovereign gold bond scheme needs a mental shift where people will keep only those physical jewels that they really need and redirect the other money towards gold bonds. The present study was undertaken to understand the perception of women investors towards their investment in sovereign gold bonds. The study also aimed at analyzing the influence of social media in changing their attitude and perception towards investment. It is observed that the social media is a key factor that influences the choice of investment of women.