Role of Financial Influencers in Shaping Investment Perception of Generation Z Investors in India: An Empirical Study

Abstract

The rapid adoption of digital platform and social media has transformed how financial information is disseminated, particularly among young investors. Gen-Z in India are highly dependent on financial influencers or “finfluencers”. This work examines the role of Financial Influencers in shaping investment perception of Gen-Z investors in India. Examination is done on how influencer’s credibility, content quality, engagement frequency, and perceived expertise impact confidence of investors, risk tolerance and decision-making process. It is revealed that financial influencers significantly influence investment perception and activate participation in market especially in equity, mutual funds, and digital assets. Credibility and authenticity emerged as a key determinant of influence, with younger investors showing preference for relatable content and transparent communication of risk. The study also highlights the concerns regarding misinformation, oversimplification of complex concepts, and the absence of regulatory oversight in social media driven financial content. The work highlights the need for improved digital financial education framework and suggests that policymakers, educators and platform designers should leverage influential voices responsibly to foster informed investment behavior. A sample of 223 was collected to from the generation Z respondents and data were analysed with the help of mean and t-test.