DIGITAL INFLUENCE: MEDIA EXPOSURE, RISK PERCEPTION, AND INVESTMENT DECISIONS OF YOUNG INVESTORS IN BANGKOK
DOI:
https://doi.org/10.14456/aamr.2025.44Keywords:
Investment Behavior, Media Exposure, Risk Awareness, Financial Literacy, Young InvestorsAbstract
This study explores the intricate relationships between media exposure, risk awareness, and investment behaviors among young adults (aged 23-29) in Bangkok, Thailand. Analyzing data from 416 survey respondents using ANOVA and Pearson's correlation, the research reveals that marital status and occupation have a significant effect on levels of media exposure, which is positively correlated with investment awareness. Increased investment awareness is positively associated with favorable investment attitudes and proactive investment behaviors. The study identified specific content preferences with real estate investment as the most favored, followed by investment advice and financial market knowledge. The research highlights the importance of developing tailored communication strategies through targeted media channels to convey relevant financial information effectively. Furthermore, the findings advocate for prioritizing comprehensive financial education over trend-driven promotion to mitigate investment risks, ultimately fostering financial sustainability among urban Thai youth.
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