THE RISE OF FINFLUENCERS: IMPACT ON INVESTMENT DECISIONS AMONG GEN Z AND MILLENNIALS

Education

The digital revolution has transformed the financial landscape, giving rise to a new category of social media influencers known as finfluencers—individuals who share financial advice, investment insights, and personal finance tips across digital platforms such as YouTube, Instagram, and X (formerly Twitter). This paper, titled “The Rise of Finfluencers: Impact on Investment Decisions among Gen Z and Millennials,” explores how finfluencers shape financial behavior, investment preferences, and decision-making patterns among younger generations. With the growing accessibility of online trading platforms and fintech applications, Gen Z and Millennials increasingly rely on social media for financial guidance, often substituting traditional financial advisors with relatable online voices. Through a mixed-method approach combining surveys, content analysis, and case studies, the research examines factors such as trust, credibility, and perceived expertise that drive audience engagement and influence investment choices. The paper also evaluates the behavioral finance aspects underpinning this trend, including the role of social proof, herd behavior, and cognitive biases in digital investment decisions. Findings are expected to reveal that finfluencers significantly impact financial literacy, risk appetite, and portfolio diversification among young investors, while also highlighting potential challenges related to misinformation and speculative behavior. Ultimately, this study aims to provide valuable insights into the intersection of digital influence, financial education, and consumer behavior in the evolving financial ecosystem.

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