The Role of Big Data in Investment Decision-Making: A Comparative Analysis of Individual Investors' Behavior and the Use of Data Analytics.

The advent of big data and its subsequent applications in various industries have led to significant transformations in the financial sector, particularly in the realm of investment decision-making. This study investigates the role of big data in investment decision-making by conducting a comparative analysis of individual investors' behavior and their adoption of data analytics. Using a mixed-methods research design, the study aims to explore the impact of big data on investment strategies, performance, and decision-making processes among individual investors. The findings highlight key differences between traditional individual investors who rely on personal judgment and those who utilize big data-driven methods, providing insights into the future of investment decision-making. By contributing to the growing body of knowledge on the integration of big data analytics in finance, this research offers valuable implications for individual investors.