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@inproceedings{11006,
author = {Petrík, Vladimír},
address = {Praha},
booktitle = {Financial Markets 2023. The role of central banks in a high inflation environment},
edition = {1.},
editor = {Eva Kostikov},
keywords = {consume; digitalization; finfluencer; influencer; investment; investor protection},
howpublished = {elektronická verze "online"},
language = {eng},
location = {Praha},
isbn = {978-80-7408-269-6},
pages = {176-190},
publisher = {Vysoká škola finanční a správní, a.s.},
title = {Influencers on YouTube and Investment Advice: Thin Regulatory Ice and Potential Threat for First-Time Investors in Czech Republic},
url = {https://www.vsfs.cz/media/conference/fintrhy//ft_2023_sbornik.pdf},
year = {2023}
}
TY - JOUR
ID - 11006
AU - Petrík, Vladimír
PY - 2023
TI - Influencers on YouTube and Investment Advice: Thin Regulatory Ice and Potential Threat for First-Time Investors in Czech Republic
PB - Vysoká škola finanční a správní, a.s.
CY - Praha
SN - 9788074082696
KW - consume
KW - digitalization
KW - finfluencer
KW - influencer
KW - investment
KW - investor protection
UR - https://www.vsfs.cz/media/conference/fintrhy//ft_2023_sbornik.pdf
N2 - Members of demographic cohort known as Generation Z (born 1997‒2012) are now becoming potential first-time investors. It is also the first generation that is strongly related to the Internet use, as they can basically handle everything online. It is also valid for handling their investments. The goal of the paper is to indicate the potential activities of YouTube creators active in investment content in Czech Republic that might be non-compliant with current regulatory requirements and investigate the influence of YouTube content by first-time Generation Z investors. Paper has a character of exploratory research and utilizes qualitative research approach: document analysis of current regulatory requirements and written statements with 30 respondents. Results show that some activities of YouTube creators related to investment content might be considered as regulated activity requiring license. Moreover, YouTube and also TikTok were identified as the most influential sources for making investment decisions by respondents. As a recommendation, papers calls for deeper future research and cautions monitoring of online world by regulators to ensure that there is no misleading of investors.
ER -
PETRÍK, Vladimír. Influencers on YouTube and Investment Advice: Thin Regulatory Ice and Potential Threat for First-Time Investors in Czech Republic. Online. In Eva Kostikov. \textit{Financial Markets 2023. The role of central banks in a high inflation environment}. 1st ed. Praha: Vysoká škola finanční a správní, a.s., 2023, p.~176-190. ISBN~978-80-7408-269-6.
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