Os perfis dos consumidores de conteúdos de finanças e investimentos nas redes sociais digitais

In the last decade, social media in Brazil have emerged as powerful communication tools, generating social and political phenomena. In this environment, financial digital influencers stand out by reaching millions of consumers with their content, whether sponsored or not by financial institutions. This article analyzes the relationship between financial knowledge, media competence and the credibility of digital influencers in financial decision-making, taking into account sociodemographic variables such as gender, age, income and education of their consumers.