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@article{206029,
        author = {MUSKAN NAZEER FATHIMA and Dr.Jaisheela S},
        title = {Behavioral Shifts in Retail Investment Decisions Driven by Online Financial Content},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {13},
        number = {2},
        pages = {164-168},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=206029},
        abstract = {—"This study examines the impact of the rapid growth of digital technologies on retail investors' access, interpretation, and utilization of financial information. Online financial content disseminated through social media platforms, financial blogs, YouTube channels, podcasts, discussion forums, and financial influencers (finfluencers) has emerged as a significant source of investment-related knowledge and market insights. While these digital platforms have improved financial awareness and market participation, they have also introduced behavioral challenges that influence investment decision-making. This review-based study examines the behavioral shifts in retail investment decisions driven by online financial content. The study analyses existing literature published between 2023 and 2026 to understand the influence of online financial content, behavioral biases, and financial literacy on investor behaviour. The findings indicate that exposure to digital financial information significantly affects investor psychology by encouraging behavioral biases such as overconfidence, herding behavior, loss aversion, anchoring, and fear of missing out (FOMO). The review further highlights that financial literacy plays a crucial role in moderating these behavioral influences and promoting rational investment decisions. While online financial content enhances accessibility to financial information and encourages investment participation, excessive dependence on unverified digital sources may lead to impulsive and speculative investment behaviors. The study concludes that strengthening financial literacy and promoting responsible digital financial communication are essential for improving investor decision-making in the evolving digital financial environment.},
        keywords = {Online Financial Content, Retail Investors, Behavioral Biases, Financial Literacy, Finfluencers, Investment Decisions, Social Media, Behavioral Finance.},
        month = {July},
        }