Date of Award

December 2020

Degree Type


Degree Name

Master of Science (MS)


Public Relations


Anthony D'Amgelo


Investor Relations, Millennial Generation, Millennials, Public Relations, Two-way communication, Uses and Gratifications

Subject Categories

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.


Open Access



To view the content in your browser, please download Adobe Reader or, alternately,
you may Download the file to your hard drive.

NOTE: The latest versions of Adobe Reader do not support viewing PDF files within Firefox on Mac OS and if you are using a modern (Intel) Mac, there is no official plugin for viewing PDF files within the browser window.