A Study on Social Media Finfluencers and Their Influence on the Investment Decisions of Young Adults

Author

Annika Santhosh Kumar, R.Surendher


Abstract

 This study examines the influence of social media and financial influencers (finfluencers) on the investment decisions of young adults. It is grounded in behavioural finance, which recognises that investment decisions are shaped not only by financial information but also by perceptions, emotions, trust and behavioural tendencies. A descriptive research design was adopted and primary data were collected through a structured questionnaire administered via Google Forms. Using convenience sampling, 54 valid responses were obtained, and opinion statements were measured on a five-point Likert scale. Percentage analysis, chi-square, correlation and regression analysis were applied. Descriptive results show varied perceptions of social media, finfluencers, trust, financial information and investment decisions; the 21–23 age group formed the largest share of respondents (51.9%). The chi-square test between gender and finfluencers was not significant at the 5% level (p = 0.088), and the correlation between the selected trust variables was weak, positive and not significant (r = 0.138, p = 0.319). The regression model reported R² = 0.45 with a statistically significant predictor (p < 0.001). The study recommends verification of online investment information, stronger financial literacy, assessment of finfluencer credibility and awareness of behavioural biases before making investment decisions.


Keywords

Finfluencers, social media, behavioural finance, investment decisions, young adults, trust



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References


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