Proceedings of the Global Innovation and Technology Summit “AAROHAN 3.0”_HSS track (GITS-HSS 2025)

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A Study on the Influence of Finfluencers on Investors’ Behavior

Authors
R. Surabhi1, *, Shivakumar2
1Research Scholar, Department of Management Studies, Visvesvaraya Technological University, Mysuru, India
2Assistant Professor, Department of Management Studies, Visvesvaraya Technological University, Mysuru, India
*Corresponding author. Email: Surabhivinyas10@gmail.com
Corresponding Author
R. Surabhi
Available Online 19 April 2026.
DOI
10.2991/978-2-38476-559-1_6How to use a DOI?
Keywords
Finfluencers; Shareholders; Social media; Trading; Financial markets; and Stock
Abstract

The proliferation of social media has presented “finfluencers,” individuals leveraging daises like YouTube, Instagram, and Twitter to share financial assistance and investment strategies. This study explores how finfluencers influence investor behaviour and stock price dynamics. Using an event study methodology, the abnormal returns and cumulative abnormal returns (AAR and CAAR) of stocks recommended by finfluencers across various subscriber categories. The results emphasized significant impacts, with smaller channels encouraging immediate but short-lived effects, while larger channels establish continued and substantial influence on investors’ behaviour. The analysis highlights the double nature of finfluencers, offering chances to democratize financial education while posing risks due to potential misinformation and lack of regulatory oversights. The study contributes to understanding the role of digital media in shaping financial decision-making and emphasizes the need for specific regulations to safeguard the investors.

Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the Global Innovation and Technology Summit “AAROHAN 3.0”_HSS track (GITS-HSS 2025)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
19 April 2026
ISBN
978-2-38476-559-1
ISSN
2352-5398
DOI
10.2991/978-2-38476-559-1_6How to use a DOI?
Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - R. Surabhi
AU  - Shivakumar
PY  - 2026
DA  - 2026/04/19
TI  - A Study on the Influence of Finfluencers on Investors’ Behavior
BT  - Proceedings of the Global Innovation and Technology Summit “AAROHAN 3.0”_HSS track (GITS-HSS 2025)
PB  - Atlantis Press
SP  - 79
EP  - 90
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-559-1_6
DO  - 10.2991/978-2-38476-559-1_6
ID  - Surabhi2026
ER  -