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Financial influencers play a significant role in shaping the investment decisions of Generation Z (Gen Z) individuals in India. With the proliferation of social media platforms and online communities, these influencers have emerged as trusted sources of financial advice, insights, and recommendations. Gen Z investors often turn to these influencers for guidance. This study examines the influence of financial influencers on the investment decisions of Generation Z (Gen Z) individuals in India. With the rise of social media platforms and the emergence of financial influencers, there has been a notable shift in how individuals, particularly the younger demographic, approach investing. Through a combination of quantitative analysis and qualitative insights, this research seeks to understand the extent to which financial influencers affect the investment choices and behaviours of Gen Z investors in India. The study also explores the types of financial content preferred by Gen Z, the platforms they engage with, and the factors influencing their trust in financial influencers. By gaining a deeper understanding of these dynamics. In the present study results indicates the survey sample consisted of approximately 65% females and 35% males. Around 50% of Gen Z participants regularly rely on financial influencers' advice for financial decisions.
S et al. (Tue,) studied this question.