The Breed of Finfluencer: Catalysts in Shaping Investment Choices

Abstract

Niche social media influencer marketing groups have profoundly transformed the social media landscape, wielding their expertise and passion to engage the target audience within that niche.  This trend is no different when it comes to financial influencers (Finfluencer). From stock market gurus to crypto experts, these influential people possess the knowledge, expertise, and experience to guide Social Media Users (SMU) towards successful investments. For this investigation, social media users actively engaged in investment discussions on social media platforms will also be referred to as retail investors. The study aims to analyse independent influence of two key determinants on SMU’s Investment choices: Finfluencer credibility and SMU’s Financial literacy levels. Though the variables are conceptually distinct, yet it is intertwined as the credibility reflects the external perception and financial literacy reflects internal knowledge of SMUs. The credibility variables of Finfluencer to be measured are trustworthiness, goodwill, and expertise. An online survey was distributed to respondents from across Chennai, Tamil Nadu, India. The findings revealed that Finfluencer Credibility has positive influence on the investment decisions. Furthermore, pointing out the significant influence of investors high and low financial literacy levels on investment decisions. The findings of the study will benefit finfluencers and retail investors (SMU) in several ways. In addition, it will have significant implications for Indian fintech companies.