Främjande av engagemang och medvetenhet kring aktieinvestering : En studie om den digitala plattformens roll i att främja kunskap om aktiemarknaden bland unga vuxna

Sammanfattning: Saving has always been of significant importance for several reasons. One of the reasons is coping with financial difficulties in the event of illness or unemployment. Stock investment provides an alternative to keeping the money in a savings account, and one of the most attractive benefits is the possibility of higher returns [1]. The proportion of shareholders in Sweden has reached almost a fifth of the population, and reports have indicated that young people are showing increased interest in equity investments. At the same time, a significant knowledge gap in personal finance has been observed among young adults aged 18-29. The aim of this report has been to examine how digital platforms and technology could promote increased engagement and awareness for stock investments as well as inclusion and increase stock market participation for young individuals. To achieve this, the engagement, awareness and knowledge levels were measured. A control group accessed the knowledge content through a text document and a test group accessed the same knowledge content through an interactive application. The results indicated increased engagement and awareness in both the test group and the control group after the assessment, but there was no significant difference in the level of increased engagement between the two groups. The test group had higher engagement, awareness and knowledge of the stock market after the test but this cannot be solely attributed to the interactive application, as the test group had higher prior knowledge. In conclusion, the transition from text-based knowledge content to an interactive application can contribute to increased engagement, awareness and knowledge on the topic of stock investing. However, more research and further studies are needed to draw definitive conclusions and assess the impact of the application on engagement and awareness of equity investments.