The Influence of Social Media Financial Content on Investment Intention Among Gen Z

This study examines the relationship between social media financial content and investment intention among Gen Z respondents. The study uses a quantitative, cross-sectional research design based on 204 primary survey responses collected through Google Forms between 26 and 29 August 2026. Three constructs were examined: Social Media Content Exposure & Usefulness, Credibility & Finfluencer Influence, and Investment Intention. Data were analyzed using descriptive statistics, Cronbach’s alpha, Pearson correlation, and multiple regression. The findings indicate significant positive relationships between both social-media constructs and investment intention. The regression model explains 51.9% of the variance in investment intention. The findings indicate significant predictive relationships but do not establish causality because of the cross-sectional and self-reported nature of the study.