The Finfluencer Effect: Impacts of Social Media on Financial Literacy and Investor Behavior Among Millennials in India
Chris Binny Joseph
The rapid expansion of social media platforms has transformed the way financial information is accessed, interpreted, and applied by young investors in India. Financial influencers, commonly referred to as finfluencers, have emerged as key opinion leaders who simplify complex financial concepts and deliver them in engaging digital formats. This research study explores the impact of finfluencers on financial literacy levels and investment behavior among millennials in India.