From Screens to Stocks How Finfluencer Opinions and Credibility Drive Investment Decisions in a Digital World
DOI:
https://doi.org/10.55737/trt/v-i.207Keywords:
Finfluencer Opinion, Digitalization, Finfluencer, Credibility, Investment DecisionAbstract
The fast development of online platforms has revolutionized the way investments decisions are made, especially among young investors who are becoming more and more dependent on financial influencers to provide them with information on different matters in the market. The paper will look at how finfluencer opinion and digitalization affect investment decision making and also seek to explore how finfluencer credibility relates to this effect. The quantitative research design was used to gather data on 260 millennial and generation Z investors in South Punjab, Pakistan, who are actively on online trading platforms and subscribe to at least one financial influencer on social media. Instead, a non-probability purposive sampling approach was utilized and the data were examined with Structural Equation Modeling-Partial Least Squares (SEM-PLS) and the findings indicate that finfluencer opinion and digitalization have a positive significant influence on investment decisions, which demonstrates the increasing significance of digital content and influence information to the investor behavior. Nevertheless, the results show that the credibility of finfluencers does not have a significant moderate impact on relationships among finfluencer opinion and investment decision, as well as digitalization and investment decision. These findings indicate that finfluencers and online settings are very important in influencing investors, but credibility does not necessarily bolster these effects in the market setting examined. The research contributes to digital finance and influencer marketing literature by providing empirical data from a developing market. The results offer useful information to investors, policy makers, and financial content creators on digital platforms’ impact on investment behavior.
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