Author(s): Deepak Pande
In recent years, the rise of financial influencers, or finfluencers, has significantly transformed the landscape of retail investing. Utilising social media platforms such as Instagram, TikTok, YouTube, LinkedIn, and Facebook, these individuals offer investment advice and strategies. Younger generation often finds it appealing as it is increasingly disengaged from traditional financial institutions . The study examines the profound impact of finfluencers on investment choices among retail investors. It particularly focuses on shaping of risk perception and influencing investment strategies. The finfluencers are often not under regulatory watch. It has become imperative to bring out a robust regulatory framework to protect retail investors. The study explores actionable insights from existing literature. It includes proposals for bringing in transparency as well as licensing. Adopting a mixed-methods approach combining surveys, and econometric model, this study examines the evolving dynamics between finfluencers and retail investors. Ultimately, the study recommends for increasing consumer protection in an evolving digital financial landscape.