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The Influence of Social Media Financial Content on Investment Intention Among Gen Z

Year: 2026

Type: article

Abstract: This study examines the relationship between social media financial content and investment intention among Gen Z respondents. The study uses a quantitative, cross-sectional research design based on 204 primary survey responses collected through Google Forms between 26 and 29 August 2026. Three constructs were examined: Social Media Content Exposure & Usefulness, Credibility & Finfluencer Influence, and Investment Intention. Data were analyzed using descriptive statistics, Cronbach’s alpha, Pearson correlation, and multiple regression. The findings indicate significant positive relationships between both social-media constructs and investment intention. The regression model explains 51.9% of the variance in investment intention. The findings indicate significant predictive relationships but do not establish causality because of the cross-sectional and self-reported nature of the study.

Source: Zenodo (CERN European Organization for Nuclear Research)

DOI: 10.5281/zenodo.22700166

Author: Mohanty, Soyamdutta

Institution: PES University

Language: English

Topic: Financial Literacy and Behavior

Subfield: Accounting

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W7212310189

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