DIGITAL FINANCIAL LITERACY AND FINANCIAL BEHAVIOR: THE MEDIATING ROLE OF SOCIAL MEDIA
Keywords:
Keywords: digital financial literacy, financial behavior, social media, mediating role, human capital, digital economy.Abstract
Abstract
This thesis examines the relationship between digital financial literacy and
financial behavior, with a particular focus on the mediating role of social media. In the
context of rapid digitalization, financial decision-making processes are increasingly
shaped by online information environments, especially social media platforms. While
social media provides broad access to financial knowledge, it also exposes individuals
to unverified, biased, and sometimes misleading content. This study argues that social
media does not influence financial behavior directly; rather, its impact is mediated
through the level of digital financial literacy. Using a theoretical framework grounded
in human capital theory and behavioral economics, the thesis highlights the
institutional and educational mechanisms required to transform social media into an
effective tool for improving financial behavior and economic stability.
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