Research Symposium

BIO

Sydney Nichols is a second-year student studying Accounting and Marketing. She is completing her studies on an accelerated timeline through FSU’s Degree in Three program and plans to graduate in Spring 2027. In addition to working on undergraduate research, Sydney serves as President of Pi Sigma Epsilon, the marketing, sales, and management fraternity, and is also a member of Women in Accounting. She recently completed her role as a Delegate for Dance Marathon, supporting the organization’s philanthropic efforts. After earning her bachelor’s degree, Sydney plans to continue her education at Florida State University by pursuing a Master of Accounting, with the goal of building a career as an auditor.

Social Media's Impact on Career Choice of College Students: A Study of Accounting & Finance Professions

Abstract

As social media continues to engulf nearly every aspect of society, it increasingly shapes individuals’ attitudes and decision-making. Simultaneously, both the accounting and finance professions are experiencing a shortage of college graduates. This study examines how social media content and platform source influence students’ perceptions of accounting and finance, and further explores students’ willingness to enter these professions. Within our survey-based study, we manipulated the image source, content type, and the depicted major to examine how each factor or combination of factors influences students’ judgment. Participants enrolled in introductory accounting courses at Florida State University were randomly assigned to view a satirical or neutral meme depicting either accounting or finance. After viewing an assigned meme, participants completed survey questions assessing how the content influenced their perceptions and their longer-term intentions toward the profession. Once all of the survey responses have been completed, data will be analyzed using a factorial analysis of variance (ANOVA) to test whether meme type and professional label produce significant differences in students’ career perceptions and effort outcomes. The results are expected to show that exposure to satirical content reduces positive opinions of accounting and finance. These diminished perceptions are expected to lead to lower students’ interest in pursuing these careers, particularly among those who are undecided or less committed to a specific career path. This research provides practical insights for educators and professional organizations seeking to improve recruitment messaging and counteract negative social media narratives.

Keywords: Social Media, Accounting, Finance