Quest Journals Journal of Research in Business and Management Volume 12 ~ Issue 12 (2024) pp: 66-70 ISSN(Online):2347-3002 www.questjournals.org DOI: 10.35629/3002-12126670 www.questjournals.org 66 | Page Research Paper Role of Social Media on Stock Market Participation: A Study of Self-Employed Women in Kerala Muhammed Salim K C 1 Dr. C.V. Shaji 2 Assistant Professor 1 Post Graduate and Research Department of Commerce, Govt. College Madappally Associate Professor 2 Post Graduate Department of Commerce, SARBTM Govt. College, Koyilandy Abstract The availability of all financial and non-financial information almost free of cost globally through social media and various internet sources has enhanced stock market participation in every corner of the globe.Kerala is a state in India with a high literacy rate and a remarkable portion of the population are self-employed, especially women. A recent survey reveals that 68% of women aged 30 -50 in Kerala are very active on social media. They try to get tips from social media that are useful for the selection of the best investment options.This research article examines how self-employed women in Kerala utilise social media platforms to educate themselves, gain financial literacy,andearn profit from stock market investments. Through a blended method approach mixingonline surveys and direct interviews, the researcher investigates the opportunities and challenges of social media. The findings of the study reveal that financial information passed through social media platforms acts as a double-edged sword, helping to create a well-diversified portfolio while also misleading via false information. Keywords: Social media, self-employed, micro-enterprises, diversification, portfolio, investor sentiments, security market Received 12 Dec., 2024; Revised 20 Dec., 2024; Accepted 23 Dec., 2024 © The author(s) 2024. Published with open access at www.questjournas.org I. Introduction Indian stock market has historically been a male dominated one, with barriers for women such aslack of financial knowledge, different expectations of society, and non-availability of funds. Advancements in technology and developments in fintech have started questioning these social norms. All these developments provide more space for women to engage in the security market. Various social media and financial platforms started supplying free and reliable content that enables women to understand more of the security market, develop financial skills and create the confidence needed to make a profit from the stock market. A remarkable portion of the women population in Kerala are involved in sectors like micro-enterprises or are self-employed. They are technologically literate and can handle basic ITinfrastructure. Most of them have created their profile on social media platforms like Facebook, Instagram, and YouTube. Nowadays these platforms play a very critical role in spreading financial awareness and offering awareness on security market transactions. By leveraging these platforms, self-employed women in Kerala are not only entering the stock market but are also reshaping traditional perceptions of gender roles in financial decision-making. II. Research Questions The researcher aims to investigate how various social media platforms influence the stock market investment culture of self-employed women in Kerala.To examine this the research paper concentrates on the following research questions. 1. How do self-employed women use social media to improve awareness of the stock market? 2. How does social media influence stock market investment activity? 3. How does social media impact largely than traditional financial advisors?