Die Memefication der privaten Geldanlage - eine kompetenzorientierte Untersuchung unter Berücksichtigung individueller Risikopräferenzen

As an omnipresent element of digital communication, internet memes have also entered the realm of retail investing. Narratives that trivialize or ironically frame financial risks and losses meet a young generation of investors who increasingly turn to social media for financial information, yet often display gaps in financial literacy. The lack of experience and knowledge, combined with the low-barrier opportunities for capital market participation provided by trading apps, raises the question of how meme-based communication influences individual investment decisions.
This dissertation uses an experimental design to investigate the impact of financial memes on individual risk preferences and outlines implications for the financial education and communication strategies of financial service providers.