Billy Greville
Billy Greville
Management and Business Studies
University of Bristol
Business School
September 2022
Investing or Gambling? Understanding online retail investor culture in the UK.
My research will explore recent changes to consumer behaviour, technology and online culture related to retail investing, to reopen fundamental questions about the nature and meaning of investing in light…
My research will explore recent changes to consumer behaviour, technology and online culture related to retail investing, to reopen fundamental questions about the nature and meaning of investing in light of increased participation in the financial markets since the pandemic. Specifically, I will examine if this has become more speculative and high-risk, and thus, showing evidence of an evolving relationship with gambling culture.
As a Consumer Culture Theory scholar, I will investigate the area holistically, meaning a view from both production (Industry/state) and consumption (consumers) will be pursued, principally using qualitative digital methods (i.e Netnography; WalkThrough Method; interviews).
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