The Emergence of influencers as Financial Service Providers and their influence on gen z investors

Abstract

This study analyzed role of finfluencer in emerging economy and studying impact on their investment pattern on Gen This study used an exploratory research design to examine how Mumbai’s Gen Z (15–30 years) interact with financial influencers, shape investment attitudes, and perceive their trustworthiness. Data were collected through an online questionnaire, developed from scholarly and industry sources, and analyzed using SPSS.

Finfluencers significantly shape financial awareness, their impact depends on digital literacy, age, and education. Notably, 59.8% verify information before acting, whereas 40.2% follow influencers blindly, raising concerns about misinformation. This study primarily focused on Gen Z individuals who actively follow finfluencers and engage in investing, thereby enhancing the reliability and depth of the findings