Name: Revannasiddeswara & Saravanan K
Country: India

Year: 2026
Volume: Vol-16, issue-1, Year-2026 (JUNE special issue ) Special Issue: Ai, Ethics and Human Values : Shaping the Future of Higher Education
Page Number: 434-443
DOI: https://doi.org/10.5281/zenodo.21639374

ABSTRACT:
The rapid expansion of digital platforms has transformed the way individuals participate in financial markets. This study examines how digital influence contributes to herding behavior among IT professionals and how it affects their investment decisions. With increased access to real-time information, social media, and fintech applications, investors are more connected than ever before. However, this connectivity also increases the likelihood of following collective trends rather than making independent decisions. The research centers on understanding the relationship between digital exposure, financial literacy, and herd behavior. Using primary data collected from IT employees, the study analyzes how digital sources influence investment choices. The findings indicate that while digital tools improve accessibility and awareness, they also encourage herd-driven decisions, especially under uncertain market conditions. The study stresses the need for financial education and ind