This research investigates the impact of financial influencers (finfluencers) on investment decisions of students using trust, perceived risk, and ethical concerns. Correlation and regression analysis reveal strong inter-linkages among them. The implications are drawn noting students’ increasing utilization of social media as a source of personal finance information and both its benefits and risks. This work informs financial literacy scholarship and provides recommendations for policy change to contain the influence of finfluencers. Additionally, findings from current research show that finfluencers are not only educators but also business entities that act with self-interest, influencing market behaviour and investment decision-making among retail investors.