Investing or gambling? An exploration into the growth of commission-free trading and investing apps and social media 'finfluencers' amongst 18-35-yo..

Method: The research will be using a methodological approach called netnography. It can be defined as "a qualitative, interpretive research methodology that adapts the traditional, in-

which is suspected to cause more addictive behaviour, financial difficulties, and poor mental health. Despite more studies, overall, there is still a lack of research in this area. Specifically, the proposed research is built around the belief that online environments are credible research field sites where people engage and discuss freely, resulting in useful observations and interpretations into consumer behaviour and cultural meaning.