Abstract

This study explores public perception of the potential for technological disruption in the accounting profession through netnography analysis on social media platforms Youtube, TikTok, and Reddit. Using a qualitative approach, this study analyzes various digital content and interactions that discuss the future of the accounting profession in the technological era. The results of the study reveal a wide spectrum of perceptions, ranging from optimistic views that believe in the existence of the accounting profession, to concerns about the potential replacement of roles by technology and pessimistic views that indicate a real threat to the accounting profession. Key findings show that although technology is considered capable of automating routine tasks, the analytical abilities and judgment of professional accountants are still seen as essential. The study also identifies doubts among prospective professionals in choosing a career in accounting, as well as the importance of adapting and improving digital competencies for accounting professionals. The implications of this research provide valuable insights for the development of accounting education and professional adaptation strategies in the digital era.

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