The Impact of Mass Media Communication on Stock Trading Decisions: An Empirical Study

Abstract

The buy or sell decision of any stock in stock market has been regarded as one of the most challenging problem for traders or investors. This study investigates the impact of mass media communication on stock trading decisions. The study examined the determinants for buy or sell decisions. The empirical investigation showed the impact of mass communication on the buy or sell trade. This research is based on the Indian stock markets, SENSEX and NIFTY. To analyze the impact of mass media communication on stock trading decisions, a primary survey is conducted with the investors or traders as members of social system, and how they change (react) their decisions with response to different ideas, news and messages they receive from different channels of communication at a certain period of time. A regression model is formulated to compare the impact of technical, fundamental and mass media communication on stock trading decisions. The result shows that mass media communication is probably more effective and influencing than the technical and fundamental analysis. This research paper will help investors and traders to take sell and buy decision of their stock in more efficient manner by means of knowing the impact of mass media communication on stock trading. Further this research work will provide a base to conduct future researches in this area on a large scale, which are the limitations of this research work.

Keywords: Technical analysis, Communication channel, Mass communication, Buy or sell.