Fintech, Feeds, and Finance: Decoding Gen Z’s Smart Investment Moves

Abstract

The rapid development of financial technologies (FinTech) has changed the way people think about handling, saving, and investing money, and Generation Z is a demographic quickly adapting to this shift into the digital world. This study examines the role of FinTech app features and financial literacy in shaping Gen Z’s investment behavior in India, along with the mediating influence of social media and Buffering role of perceived risk. This research seeks to gauge the level of technological innovation and financial literacy collectively influence investment behavior in the twenty-first century as well as the impact of digital exposure on financial decision making. A quantitative research design was used with primary data collected from# Gen Z respondents through a structured questionnaire, and the relationships between- the variables were examined using- Structural Equation  Modeling.Results show that accessible FinTech apps can promote financial literacy and confidence which foster more reasonable and informed decision-making around financings. Financial literacy appeared to be an important link between being digitally exposed to financial decisions and making decisions. Conversely, perceived risk seems to negatively impact investment enthusiasm. Finally, social media was determined to have a mixed role - encouraging people to engage in a participatory way with investment activity, but also sometimes including shallow engagement or peer-to-peer influences that dilute financial literacy. The research emphasizes that Financial Literacy and assessing  how to responsibly engage with FinTech apps can equip members of Gen Z to make confident, informed, and sustainable finances decisions and build a digitally engaged and financially resilient generation.