Abstract
This paper explores the rise of financial influencers (‘finfluencers’) on social media and their impact on shaping financial subjectivities. Employing the dual theoretical frameworks of economy-as-communication and financialization of everyday life, we uncover how finfluencers transform individuals’ understanding of and engagement with personal finance through digital storytelling, strategic use of syntax and symbols, participatory engagement and diverse representation. Finfluencers make financial topics more accessible, but in doing so they also accelerate the financialization of everyday life by normalizing finance and investing as mainstream preoccupations. As more individuals turn to social media for financial guidance, understanding the complex dynamics of finfluencer impact is crucial for navigating the evolving landscape of personal finance and financial education in the digital era. The paper emphasizes the need for ongoing research, critical reflection and efforts to promote digital and financial literacy to ensure the benefits of this new form of financial influence are distributed equitably while mitigating potential harms.
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