Advanced International Journal for Research

E-ISSN: 3048-7641   •   Impact Factor: 9.11

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Volume 7 Issue 2
March-April 2026

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A Study on How Tier-II and Rural Investors Respond to Social Media–Driven Investment Signals in India

Author(s) Mr. George Wilson, Mr. Allen S Kunnel, Mr. Aromal Raju, Ms. Pooja V
Country India
Abstract The Indian investment environment has undergone a significant shift, shaped by increased retail participation and the growing influence of digital platforms. With the expansion of affordable internet access and simplified trading applications, individuals from non metropolitan regions are increasingly engaging with the stock market. In this evolving context, social media has emerged as a powerful medium influencing investors’ perception, decisions, and risk taking behaviour. This study aims to examine how social media driven financial content impacts investment decision-making and behavioural patterns among retail investors, particularly in semi-urban and rural areas. Based on insights drawn from existing evidence, the study emphasizes the need for improved financial literacy, responsible content dissemination, and regulatory oversight to mitigate misinformation and emotionally driven trading decisions. Key challenges identified include the spread of unverified stock tips, herd behaviour, and excessive reliance on influencers rather than fundamental analysis. The findings also suggest that interactive online communities can both enhance market awareness and intensify speculative tendencies. The study highlights the importance of structured investor education initiatives and platform accountability. Addressing these concerns can contribute to more informed investment decisions, financial inclusion, and sustainable participation of retail investors in India’s capital markets.
Keywords Retail Investors, Social Media, Investment Behaviour, Financial Literacy, Herd Behaviour, Digital Finance, Stock Market
Published In Volume 7, Issue 2, March-April 2026
Published On 2026-03-12
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E-ISSN 3048-7641
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