Mitigating Risk in the Intersection of Fintech, Social Media and Consumer Behaviour: A Theoretical Framework for Enhanced Security and Compliance

The rise of Fintech has brought a lot of benefits to financial accessibility, convenience, and innovation, and raised concerns about cybersecurity, privacy, fraud, consumer trust, and data protection. To address this challenge, this theoretical study proposes the Risk Prevention Model that combines Social Media Influence, Perceived Usefulness, Perceived Ease of Use, Risk Perception, Trust, Consumer Behaviour, Fintech Adoption, and Risk Prevention Strategies. The model provides a technology-acceptance and protection-oriented perspective, so that the acceptance of Fintech should not be viewed as solely a technological benefit, but also as the recognition, evaluation, and management of potential risks. The proposed framework therefore supports the concept that a successful risk prevention process can contribute to a decrease in perceived vulnerability, an increase in trust, and responsible and sustainable Fintech adoption. While further empirical testing is required, the model can serve as theoretical groundwork for additional research and provide a broader perspective for Fintech organisations and policymakers seeking to build a financial ecosystem that is innovative, secure, resilient, and consumer-centred.

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