Date of Award
Master of Science (MS)
Investor Relations, Millennial Generation, Millennials, Public Relations, Two-way communication, Uses and Gratifications
Social and Behavioral Sciences
The purpose of this study is to establish which media millennial investors and potential investors prefer and trust to make investment decisions. The Uses and Gratification Theory (UGT) will be used to understand why millennials prefer the media they chose to receive investment and financial information, and how it gives them the satisfaction they seek. The study also evaluates how Investor Relations (IR) practitioners can hone the relationship they have with millennial investors and potential investors by using their preferred media to impact their decision-making process. This study will use both qualitative and quantitative research. An online survey will be distributed to people who fall within the millennial generation group (those born between the years 1981 - 1994). The survey will be in the form of a questionnaire. The qualitative instrument will be an online focus group discussion also made up of people who are within the millennial generation group.
Mmolawa, Chedza, "Exploring media preference and trust by millennial investors." (2020). Theses - ALL. 452.