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<p>This purpose of this study is to examine how female finfluencers influence investment behavior of young investors through the lens of source credibility theory. Risk aversion as a moderator in a relationship of attitude and investment intention is also analyzed in this study. Data was collected through 570 participants identified as fan following of top three female finfluencers from Instagram and YouTube platforms. Data is analyzed through Covariance Based Structural Equation Modelling, and it was found that attractiveness, expertise, trustworthy qualities of finfluencers, and familiarity have positive and significant influence on investors’ attitude towards investment campaigns which further leads to investment intentions. Additionally, risk aversion found to significantly moderate the relationship between attitude towards investment campaigns and investment intention of investors. This research work could have several implications for marketers and policymakers. In order to make investment campaigns more effective, it is recommended that marketers coordinate with trustworthy female finfluencers with high expertise in finance.</p>

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From reels to returns: the influence of female financial influencers on investment decisions

  • 期刊论文

  • 发表日期：

    2026年2月14日

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  • Prasant Kumar Pandey,
  • Pallavi Chaturvedi,
  • Durgesh Agnihotri,
  • Naval Bajpai,
  • Vikas Tripathi

摘要

This purpose of this study is to examine how female finfluencers influence investment behavior of young investors through the lens of source credibility theory. Risk aversion as a moderator in a relationship of attitude and investment intention is also analyzed in this study. Data was collected through 570 participants identified as fan following of top three female finfluencers from Instagram and YouTube platforms. Data is analyzed through Covariance Based Structural Equation Modelling, and it was found that attractiveness, expertise, trustworthy qualities of finfluencers, and familiarity have positive and significant influence on investors’ attitude towards investment campaigns which further leads to investment intentions. Additionally, risk aversion found to significantly moderate the relationship between attitude towards investment campaigns and investment intention of investors. This research work could have several implications for marketers and policymakers. In order to make investment campaigns more effective, it is recommended that marketers coordinate with trustworthy female finfluencers with high expertise in finance.