Social Media and Stock Market Participation

Abstract

Using plausibly exogenous variation in regional Twitter adoption in the United States, we show that a 10% increase in social media usage causes a 2.5% rise in stock ownership. Consistent with lowering the costs of acquiring information, Twitter has larger effects in counties with low pre-existing stock market knowledge, improves knowledge about asset returns, and leads to a decline in the number of financial advisors. Social media also boosts interest in volatile "meme stocks" favored by retail investors. Our findings highlight the unique influence of social media on household portfolio decisions, distinct from other modern information technologies.

Keywords: Social Media, Stock Market Participation, Household Finance, Participation Puzzle D14