Decoding influence: understanding the dynamics of consumers' engagement with financial influencers on social media

Purpose The significance and demand of financial influencers among social media consumers are evident in seeking guidance for financial decision-making due to their increasing credibility and experience. This reflects consumers' willingness to follow social media influencers to receive several benefits or gratifications. The study observed limited literature investigating several gratifications to consumers following financial influencers, aiming to fill the gap. Using the uses and gratification theory (UGT 2.0) as a base, the present study discusses several such gratifications. Design/methodology/approach In this regard, the study collected the views of 31 consumers regarding financial influencers, their relevance, and their importance in sharing financial advice through social media platforms. All the responses were analysed using a qualitative research design technique. Data were collected using open-ended survey-based questions. Findings The findings revealed the importance of technological, process, content and social gratifications that consumers receive from following financial influencers on social media. This highlights the importance of quality or proven financial content, expert recommendations, interactive or customized features, social communities, social identity, user-friendly systems and many more on consumer behaviour. Originality/value The study contributes to the existing UGT 2.0 and consumer behaviour literature by identifying a few under-discussed aspects of these gratifications and offers several practical implications for various stakeholders related to the need for transparency, user-friendly and customized features, and creating awareness about financial influencers.