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Title: :  THE RISE OF FINFLUENCERS: IMPACT ON INVESTMENT DECISIONS AMONG GEN Z AND MILLENNIALS
PaperId: :  27717
Published in:   International Journal Of Advance Research And Innovative Ideas In Education
Publisher:   IJARIIE
e-ISSN:   2395-4396
Volume/Issue:    Volume 11 Issue 6 2025
DUI:    16.0415/IJARIIE-27717
Licence: :   IJARIIE is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Author NameAuthor Institute
Dr. Pooja GulatiGita Vidya Mandir Girls College, Sonipat
Ms. Kirti WadhwaGeeta Institute of Law, Panipat

Abstract

Education
Finfluencers, Investment Decisions, Gen Z, Millennials, Financial Literacy
The digital revolution has transformed the financial landscape, giving rise to a new category of social media influencers known as finfluencers—individuals who share financial advice, investment insights, and personal finance tips across digital platforms such as YouTube, Instagram, and X (formerly Twitter). This paper, titled “The Rise of Finfluencers: Impact on Investment Decisions among Gen Z and Millennials,” explores how finfluencers shape financial behavior, investment preferences, and decision-making patterns among younger generations. With the growing accessibility of online trading platforms and fintech applications, Gen Z and Millennials increasingly rely on social media for financial guidance, often substituting traditional financial advisors with relatable online voices. Through a mixed-method approach combining surveys, content analysis, and case studies, the research examines factors such as trust, credibility, and perceived expertise that drive audience engagement and influence investment choices. The paper also evaluates the behavioral finance aspects underpinning this trend, including the role of social proof, herd behavior, and cognitive biases in digital investment decisions. Findings are expected to reveal that finfluencers significantly impact financial literacy, risk appetite, and portfolio diversification among young investors, while also highlighting potential challenges related to misinformation and speculative behavior. Ultimately, this study aims to provide valuable insights into the intersection of digital influence, financial education, and consumer behavior in the evolving financial ecosystem.

Citations

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IJARIIE Dr. Pooja Gulati, and Ms. Kirti Wadhwa. "THE RISE OF FINFLUENCERS: IMPACT ON INVESTMENT DECISIONS AMONG GEN Z AND MILLENNIALS" International Journal Of Advance Research And Innovative Ideas In Education Volume 11 Issue 6 2025 Page 650-657
MLA Dr. Pooja Gulati, and Ms. Kirti Wadhwa. "THE RISE OF FINFLUENCERS: IMPACT ON INVESTMENT DECISIONS AMONG GEN Z AND MILLENNIALS." International Journal Of Advance Research And Innovative Ideas In Education 11.6(2025) : 650-657.
APA Dr. Pooja Gulati, & Ms. Kirti Wadhwa. (2025). THE RISE OF FINFLUENCERS: IMPACT ON INVESTMENT DECISIONS AMONG GEN Z AND MILLENNIALS. International Journal Of Advance Research And Innovative Ideas In Education, 11(6), 650-657.
Chicago Dr. Pooja Gulati, and Ms. Kirti Wadhwa. "THE RISE OF FINFLUENCERS: IMPACT ON INVESTMENT DECISIONS AMONG GEN Z AND MILLENNIALS." International Journal Of Advance Research And Innovative Ideas In Education 11, no. 6 (2025) : 650-657.
Oxford Dr. Pooja Gulati, and Ms. Kirti Wadhwa. 'THE RISE OF FINFLUENCERS: IMPACT ON INVESTMENT DECISIONS AMONG GEN Z AND MILLENNIALS', International Journal Of Advance Research And Innovative Ideas In Education, vol. 11, no. 6, 2025, p. 650-657. Available from IJARIIE, http://ijariie.com/AdminUploadPdf/THE_RISE_OF_FINFLUENCERS__IMPACT_ON_INVESTMENT_DECISIONS_AMONG_GEN_Z_AND_MILLENNIALS_ijariie27717.pdf (Accessed : ).
Harvard Dr. Pooja Gulati, and Ms. Kirti Wadhwa. (2025) 'THE RISE OF FINFLUENCERS: IMPACT ON INVESTMENT DECISIONS AMONG GEN Z AND MILLENNIALS', International Journal Of Advance Research And Innovative Ideas In Education, 11(6), pp. 650-657IJARIIE [Online]. Available at: http://ijariie.com/AdminUploadPdf/THE_RISE_OF_FINFLUENCERS__IMPACT_ON_INVESTMENT_DECISIONS_AMONG_GEN_Z_AND_MILLENNIALS_ijariie27717.pdf (Accessed : )
IEEE Dr. Pooja Gulati, and Ms. Kirti Wadhwa, "THE RISE OF FINFLUENCERS: IMPACT ON INVESTMENT DECISIONS AMONG GEN Z AND MILLENNIALS," International Journal Of Advance Research And Innovative Ideas In Education, vol. 11, no. 6, pp. 650-657, Nov-Dec 2025. [Online]. Available: http://ijariie.com/AdminUploadPdf/THE_RISE_OF_FINFLUENCERS__IMPACT_ON_INVESTMENT_DECISIONS_AMONG_GEN_Z_AND_MILLENNIALS_ijariie27717.pdf [Accessed : ].
Turabian Dr. Pooja Gulati, and Ms. Kirti Wadhwa. "THE RISE OF FINFLUENCERS: IMPACT ON INVESTMENT DECISIONS AMONG GEN Z AND MILLENNIALS." International Journal Of Advance Research And Innovative Ideas In Education [Online]. volume 11 number 6 ().
Vancouver Dr. Pooja Gulati, and Ms. Kirti Wadhwa. THE RISE OF FINFLUENCERS: IMPACT ON INVESTMENT DECISIONS AMONG GEN Z AND MILLENNIALS. International Journal Of Advance Research And Innovative Ideas In Education [Internet]. 2025 [Cited : ]; 11(6) : 650-657. Available from: http://ijariie.com/AdminUploadPdf/THE_RISE_OF_FINFLUENCERS__IMPACT_ON_INVESTMENT_DECISIONS_AMONG_GEN_Z_AND_MILLENNIALS_ijariie27717.pdf
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