THE ROLE OF SOCIAL NETWORKS IN INCREASING THE FINANCIAL LITERACY OF THE POPULATION
Keywords:
Financial literacy, social media,, digital finance,, savings culture,, financial planning,, mobile banking, digital services,Abstract
This article identifies the role of social networks in increasing the financial literacy of the population. The study is based on theoretical views put forward by the OECD, the World Bank and other international organizations, as well as methodological approaches of scientists such as Lusardi and Mitchell (2014), Potrich et al. (2016). Empirical data collected on the basis of a questionnaire with the participation of 234 respondents were processed using descriptive and correlational analysis methods, and the relationships between the components of financial knowledge, attitudes and behavior of the population and external determinants - social networks and peer influence - were identified. The results showed that although young and middle-aged people are active in financial decisions, the culture of savings and planning is not sufficiently formed, and the participation of women is relatively low. Although there is widespread use of mobile banking and digital services, they are cautious in accepting financial advice on social networks. The article concludes with suggestions for expanding financial education programs, promoting a savings culture, and supporting the creation of content based on official sources on social media.
References
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