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Author(s):

Mrs S. Maria Melka
Keywords:

Social Media, Investor Behaviour, Share Market, Investment Decision, Digital Influence
Abstract:
The Rapid Growth Of Digital Technology Has Transformed The Way Individuals Participate In The Share Market. Social Media Platforms, Including YouTube, Twitter, And Telegram, Have Emerged As Important Sources Of Financial Information And Investment Guidance. This Study Examines The Impact Of Social Media On Investor Behaviour In The Stock Market. It Highlights How Real-time Information, Opinions, And Trends Shared On These Platforms Influence Investment Decisions. While Social Media Improves Awareness And Accessibility, It Also Introduces Risks Such As Misinformation, Herd Behaviour, And Emotional Decision-making. The Study Aims To Analyse Both The Positive And Negative Effects Of Social Media On Investors, Emphasising The Importance Of Informed Decision-making In A Digital Environment.