ROLE OF AI AND IT’S INFLUENCE IN CRYPTOCURRENCY DECISION

Based on the analysis, the paper establishes  that the impact of social media  data  sources  on  cryptocurrency  investment behavior is conditional upon specific mechanisms. The most influential data sources were electronic word of mouth and the fear of missing out, with the former indirectly and directly driving investment intentions. The study also found that intentions were the best predictor of  cryptocurrency investment, thus supporting the theory’s mediation role. Interestingly, the analysis did not reveal influencer credibility’s influence on intentions and decisions, which contradicts some of the earlier theories. Therefore, the  research  provides  a  solid  foundation  for  developing  strategies  targeting college students investing in cryptocurrencies, with an emphasis on leveraging peer recommendations and highlighting the fear of missing out. With all factors considered, the study’s results were promising, as evidenced by the model’s close fit to the data (CFI=1.000; RMSEA=0.001). The research added significant value to the existing literature by providing evidence-based insights into how social media  data  sources  influence  young  people’s  investment  behaviors. In practice, the findings  can  help  cryptocurrency-related fintech companies and policymakers develop effective strategies for engaging this population. Thus, the study’s  findings  contribute  to advancing theoretical knowledge while offering practical implications, making it a valuable  source for the intended audience.

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