Media Exposure and Generation Z ‘s investment behavior

Abstract

The purpose of this research is to find the relationship between the media exposure rate among Generation Z, their financial literacy, and their portfolio allocation preference. It is designed to be an explanatory research using the survey strategy. Primary data from Yahoo finance and questionnaire will be used for analysis. After analyzed the relationship between media exposure, financial literacy and portfolio allocation, recommendations on forming an efficient portfolio are given based on sample stimulation. The major findings indicate that there is a positive relationship between media exposure rate among Generation Z and their financial literacy, and a positive relationship between financial literacy and their portfolio allocation ability.