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In the age of digital transformation, social media has emerged as a powerful tool influencing investor behavior and financial decision-making. This study explores the role of social media platforms—particularly YouTube, Instagram, and other digital channels—in enhancing investor awareness and promoting financial inclusion, especially among young, digitally native audiences. Using a structured questionnaire distributed via Google Forms, data were collected from 206 participants and analyzed for reliability using Cronbach's alpha. The findings reveal that authenticity, clarity, and ease of understanding of financial content are key drivers of user satisfaction. Among various platforms, YouTube stood out as the most influential medium for financial learning and stock market awareness. Additionally, the study found that content creators and influencers have a significant role in shaping financial behavior, highlighting the importance of delivering accurate, transparent, and user-friendly information. The research concludes that social media not only facilitates access to financial knowledge but also bridges the gap between traditional financial systems and underrepresented or uninformed groups. By leveraging its wide reach and interactive nature, social media serves as a catalyst for financial inclusion and investor empowerment in today’s evolving market landscape.

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Social Media’s Role in Advancing Financial Inclusion Among Gen Z Investors

  • 章节

  • 发表日期：

    2026年

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  • C. Jayashree,
  • Akanksha Aggarwal,
  • Vijay Prakash Gupta

摘要

In the age of digital transformation, social media has emerged as a powerful tool influencing investor behavior and financial decision-making. This study explores the role of social media platforms—particularly YouTube, Instagram, and other digital channels—in enhancing investor awareness and promoting financial inclusion, especially among young, digitally native audiences. Using a structured questionnaire distributed via Google Forms, data were collected from 206 participants and analyzed for reliability using Cronbach's alpha. The findings reveal that authenticity, clarity, and ease of understanding of financial content are key drivers of user satisfaction. Among various platforms, YouTube stood out as the most influential medium for financial learning and stock market awareness. Additionally, the study found that content creators and influencers have a significant role in shaping financial behavior, highlighting the importance of delivering accurate, transparent, and user-friendly information. The research concludes that social media not only facilitates access to financial knowledge but also bridges the gap between traditional financial systems and underrepresented or uninformed groups. By leveraging its wide reach and interactive nature, social media serves as a catalyst for financial inclusion and investor empowerment in today’s evolving market landscape.