A Study On The Impact Of Social Media Influencers On Gen-z Investment Decisions In Pune City: Implications For Financial Literacy

The present study aimed to examine the role of social media influencers in shaping the investment decisions of Generation Z. Based on the analysis of primary data collected from respondents, along with insights derived from existing literature, several important conclusions can be drawn. The findings indicate that social media influencers play a significant role in enhancing financial awareness among Gen-Z investors. Their ability to simplify complex financial concepts and present them in an engaging format makes financial information more accessible to young individuals. Influencers also act as a medium for introducing new investment opportunities, thereby contributing to increased participation in financial markets.              However, the study reveals that the influence of social media influencers on actual investment decisions is moderate and not absolute. Gen-Z investors demonstrate a selective approach, considering influencer content as one of many sources of information rather than relying on it entirely. This reflects a level of critical thinking and independent decision-making among respondents.              The study also highlights that Gen-Z investors possess a high level of awareness regarding the risks associated with influencer-driven investment decisions. Concerns such as misleading information, lack of transparency, and social media-induced pressure (FOMO) are widely recognized. This indicates that while influencers are followed, their advice is approached with caution.             Furthermore, the findings emphasize the importance of financial literacy and the growing demand for regulatory oversight. Respondents strongly support the need for proper guidelines governing financial content shared by influencers, as well as increased responsibility on the part of social media platforms to monitor misleading information.             In conclusion, social media influencers serve as important facilitators of financial awareness and engagement among Gen-Z investors. However, their role is supplementary rather than decisive. The study underscores the need for a balanced approach that combines digital information with financial education and regulatory safeguards to promote informed and responsible investment decision-making.

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