"Impact of Finfluencers on Retail Investor’s Investment Decisions"

The present study was conducted to examine the impact of finfluencers on retail investment decisions and to understand how social media-based financial content influences investor behaviour. With the rapid growth of digital platforms, finfluencers have emerged as an important source of financial information, investment awareness, and market-related knowledge. The study aimed to evaluate the role of finfluencers in shaping investment decisions, improving financial literacy, and influencing investor perceptions. The findings of the study reveal that a significant number of respondents actively consume financial content through digital platforms and follow financial influencers on social media. YouTube emerged as the most influential platform for investment-related information, followed by financial websites and applications. This indicates that investors increasingly rely on online sources to gain financial knowledge and stay informed about investment opportunities. The study also found that finfluencers play a positive role in increasing investment awareness and simplifying financial concepts for investors. A majority of respondents agreed that financial influencers help them understand complex investment-related topics in a more accessible manner. This suggests that finfluencers contribute to financial education and encourage greater participation in investment activities. However, the findings indicate that investors do not blindly follow the recommendations of finfluencers. Most respondents reported that they verify investment-related information before making investment decisions. Additionally, a large proportion of respondents remained neutral regarding the trustworthiness of investment advice provided by finfluencers. This reflects a cautious approach among investors and highlights the importance of independent research before investing. The study further revealed that while finfluencers influence investment decisions to some extent, their impact varies among investors depending on factors such as financial knowledge, investment experience, risk perception, and trust. Respondents generally viewed the overall impact of finfluencers as positive or neutral rather than negative. At the same time, some concerns were expressed regarding the possibility of risky investment behaviour and the spread of unverified financial information. Another important finding of the study is that most respondents support regulatory oversight of finfluencers. Many participants believed that financial influencers should operate within a structured regulatory framework to ensure transparency, accountability, and investor protection. This reflects growing awareness regarding the risks associated with misleading financial advice on social media platforms. Overall, the study concludes that finfluencers have become an influential part of the modern investment ecosystem. They play an important role in spreading financial awareness, enhancing investment knowledge, and encouraging participation in financial markets. However, investors should continue to evaluate information critically, verify investment recommendations, and make decisions based on their own financial goals and risk tolerance. Responsible content creation by finfluencers and effective regulatory oversight can further enhance the positive contribution of financial influencers to investor education and informed decision-making.

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