The Impact of Social Media Influencers on Investment Decisions.

The Impact of Social Media Influencers on Investment Decisions.

Dheeraj Singh

Arpit giri

Pratik Shrivastava

(MBA) Lovely Professional University

Abstract—The growing influence of social media on consumer behavior has extended to financial decision-making, particularly among India's .. Social media influencers, or "finfluencers," play a crucial role in shaping investment choices, from stocks to cryptocurrencies. This study examines the impact of social media influencers on the investment decisions . ., focusing on the credibility and trustworthiness of influencers and the extent to which their advice influences financial behavior. A mixed-method approach was adopted, including both quantitative surveys and qualitative interviews with financial influencers. The study found that while Indian . actively engage with financial content on social media, the influence of these influencers on investment behavior was minimal. Despite high levels of engagement, factors such as personal financial knowledge and risk tolerance were found to have a stronger impact on investment decisions than the advice of influencers. This research highlights the importance of independent financial education and the need for transparency in influencer-driven financial advice.

Keywords—Social Media, Influencers, Investment Decisions, Indian ., Financial Behavior, Digital Media