The impact of finfluencer on investment decisions of young investors

This study investigates how young Indian investors' investment behavior is impacted by financial influencers, or 'finfluencers.' The study examines the relationship between financial literacy, trust in influencers, and actual investment behavior through a survey of 70 participants between the ages of 18 and 35. The results show a moderate influence on financial decisions, a preference for YouTube and Instagram content, and a high awareness of influencers with selective trust. Although finfluencers have an educational role, their impact is considerably mitigated by financial literacy, according to regression and correlation analyses. Significant negative correlation found between literacy and trust (r = -0.36, p < .05). The paper highlights the importance of critical financial education and improved risk communication in the digital age.