V3I1P26

Impact of Company Public Relations on Stock Investment Decisions among Generation Z Investors in Bengaluru

Dr. Sekappa N Makkalageri^1*, Abhay Sirish B R²

Abstract

In recent years, Generation Z investors in India, particularly in urban centers such as Bengaluru, have become increasingly active participants in the stock market. This study examines the impact of company public relations (PR) on stock investment decisions among this demographic. The research focuses on how PR activities, corporate communication, leadership statements, social media updates, and financial news influence investor perception, trust, and decision-making. Primary data were collected through a structured Likert-scale questionnaire targeting Generation Z investors, and responses were analyzed using percentage-based analysis to identify key trends and patterns. The findings reveal that leadership communication and transparent corporate messaging are the most influential factors in shaping investor confidence, while general PR campaigns and social media communication exhibit limited impact. Positive and negative corporate news elicit polarized responses, reflecting a critical and evaluative investment mindset. The study further highlights that trust and credibility, rather than promotional visibility, drive investment behavior within this cohort. These insights suggest that companies seeking to attract Generation Z investors should prioritize leadership-driven, clear, and honest communication strategies over broad PR campaigns or social media-centric messaging. The results contribute to a deeper understanding of the intersection between PR and investment decision-making among younger investors and offer practical guidance for corporate communication strategies in emerging financial markets.

Keywords:

Generation Z, Public Relations, Investor Perception, Stock Investment Decisions, Corporate Communication