FINFLUENCERS IN DIGITAL ECONOMY TRANSFORMING FINANCIAL BEHAVIOR

Daniela Neguța, Elena Tonea, Rina Țurcan

Abstract


The emergence of social media "finfluencers"—financial influencers—has changed how people obtain and use financial information, especially among younger generations like Gen Z and Millennials. Influencers make complex financial subjects like investing, budgeting, and cryptocurrency easier to understand through relatable, approachable material, increasing the accessibility of financial education. Their visibility on well-known social media sites like YouTube, Instagram, and TikTok enables them to connect with millions of people, frequently acting as a substitute for conventional financial counsellors [13,14,15]. Though they are essential in empowering young investors and advancing financial literacy, influencers also carry hazards due to their quick rise, such as false information and possible frauds. This study examines how investors' behaviour, financial literacy, and the changing financial services landscape are impacted by finfluencers, highlighting both the benefits and difficulties in this new digital ecosystem.


Keywords


finfluencer; digital economy; social media; investment; gen-Z; investor

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Copyright (c) 2025 Neguța Daniela, Țurcan Rina, Elena Tonea

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LUCRĂRI ȘTIINȚIFICE MANAGEMENT AGRICOL

ISSN print 1453-1410
ISSN online 2069-2307
(former ISSN 1453-1410, E-ISSN 2069-2307)

PUBLISHER: AGROPRINT Timisoara, Romania
PAPER ACCESS: Full text articles available for free
FREQUENCY: Annual
PUBLICATION LANGUAGE: English

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