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@article{197716,
        author = {Devyani Rathore and Akshay Ghorpade and Jahanvi Khandelwal and Pallavi Rai},
        title = {IMPACT OF SOCIAL MEDIA ON INVESTMENT DECISIONS AMONG GENZ IN PUNE CITY},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {11},
        pages = {7797-7807},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=197716},
        abstract = {The rapid growth of digital social media has greatly impacted the daily lives of Generation Z. For example, social media sites such as Instagram, YouTube, and LinkedIn are no longer just channels of communication and entertainment. Rather, they are channels where lifestyles, successes, and financial achievements are displayed. Although social media sites offer opportunities for learning and networking, they may also create a sense of comparison, pressure, and financial insecurity. This study aims to examine the correlation between the influence of digital social media and financial anxiety among Generation Z. The purpose of the study is to determine whether the increased exposure to curated content has a significant effect on the perception of the financial status and the future of the members of the Gen Z generation. By examining patterns, screen time, content consumption, and anxiety levels, this study aims to establish the relationship between exposure and financial status. This study aims to provide valuable information that can be used for the growing discourse on the mental, financial, and social media literacy of the members of the Gen Z generation.},
        keywords = {Generation Z, Financial Anxiety, Social Media Influence, Social Comparison Theory, Financial Well-Being, Financial Literacy.},
        month = {April},
        }