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The purpose of this study is to analyze the role of social media in investment decisions which means changes in investment pattern after the enhancement of role of social media to a greater extent. This study primarily focuses on the South zone of Gujarat which include five districts: Surat, Bharuch, Navsari, Vapi and Valsad. South Gujarat has all the necessary natural resources, labor and government backing which are self sufficient for investors to invest. This particular area have world-class infrastructure and small scale industries, especially the textile industry which has really made South Gujarat as one of the most preferred destinations for investing. The hypothesis are tested through the questionnaires distributed to small investors who are using social media for investment purpose. The collected data are analyzed by using Statistical Package for the Social Sciences (SPSS) Software Version 20. By analyzing the participation of small individual investors investing through social media platform, researcher aims to examine their adaptability and attitude towards investment through social media platform. This study will be helpful for investors who keep themselves updated with social media platforms regarding investment purpose. This study will also be helpful to create awareness among financial advisors to attract their clients. Keyword: Social media, Investment decision, Awareness, Attitude

ANALYZING THE ROLE OF SOCIAL MEDIA IN INVESTMENT DECISION WITH SPECIAL REFERENCE TO SOUTH GUJARAT