Research Symposium

BIO

Addison Thomas is a freshman at Florida State University pursuing a Bachelor of Science in Finance as a member of the Honors College and a Vires Scholarship recipient. She participates in the Undergraduate Research Opportunity Program (UROP), where her research examines how social media content shapes perceptions of finance and accounting careers among students and professionals. Her work explores how digital media influences career perceptions and interest in financial fields, contributing to broader conversations about behavioral finance and the cultural factors that shape career pathways.

After living in the Cayman Islands for 6 years, Addison developed an early interest in global finance and entrepreneurship. In addition to her research, she is involved in the Finance Society’s Investment Banking & Alternatives vertical and serves as Service Chair for Zeta Tau Alpha, where she helps organize philanthropy initiatives and community service efforts in Tallahassee.

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