Date of Graduation

5-2025

Document Type

Thesis

Degree Name

Bachelor of Science in Business Administration

Degree Level

Undergraduate

Department

Finance

Advisor/Mentor

Sergio Santamaria

Abstract

Social media has become an increasingly influential force in shaping financial behaviors, particularly among younger generations. This study examines the role of digital platforms in financial education, investment decision-making, and market participation among Gen Z and Millennials. Through a comprehensive analysis of existing literature, case studies, and survey data, this research explores the benefits and risks associated with relying on social media for financial guidance. While social media provides unprecedented access to financial knowledge, empowering young investors with real-time market insights and investment strategies, it also presents challenges such as misinformation, speculative trading behaviors, and the rise of unregulated "finfluencers." This research contributes to the growing discourse on the intersection of social media and financial markets, underscoring the need for enhanced financial literacy education, regulatory interventions, and critical engagement with digital financial content.

Keywords

finance, investments, social media, financial literacy

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