ABSTRACT:The rapid growth of social media has transformed the way young individuals access financial information and make investment-related decisions. This digital transformation has led to the emergence of financial influencers (finfluencers), who provide investment-related content through platforms such as YouTube, Instagram, LinkedIn, and X (formerly Twitter). While finfluencers have improved the accessibility of financial education, concerns remain regarding the credibility, transparency, and regulatory oversight of the financial advice they provide. This study examines the comparative influence of finfluencers and traditional financial advisors on the investment decisions of young investors and evaluates the need for a well-defined regulatory framework. The study adopts a quantitative and descriptive research design, with primary data collected through a structured Google Forms questionnaire distributed using convenience sampling. Secondary data were obtained from academic journals, research papers, SEBI publications, RBI reports, and other credible sources. The collected data were analysed using Microsoft Excel through frequency distribution, percentage analysis, tables, and graphical representations. The findings reveal that although finfluencers play a significant role in improving financial awareness and increasing access to investment-related information, respondents continue to perceive traditional financial advisors as more trustworthy and reliable due to their professional expertise and regulatory accountability. The study also indicates strong support for the regulation of finfluencers to improve transparency, reduce misleading financial content, and enhance investor protection. It concludes that finfluencers and traditional financial advisors should be viewed as complementary sources of financial guidance, with responsible digital content, improved financial literacy, and an effective regulatory framework being essential for promoting informed and confident investment decisions among young investors.
KEYWORDS: Finfluencers, Traditional Financial Advisors, Young Investors, Investment Decisions, Social Media, Financial Literacy, Trust and Credibility, Investor Behaviour, Financial Regulation, SEBI, Digital Finance, Investment Awareness.
FINFLUENCERS VS. TRADITIONAL FINANCIAL ADVISORS: ASSESSING THE IMPACT OF UNREGULATED SOCIAL MEDIA INVESTMENT ADVICE ON YOUNG INVESTORS AND THE NEED FOR A REGULATORY FRAMEWORK
AKANKSHA YADAV, ZAINAB SHAIKH, DHANRAJ SHIVBHAKT, DR. SUNITA VIJESH YADAV