"Finfluencers And Financial Futures: A Study On Social Media's Role In Shaping Financial Decisions Of Young Adults In Gujarat"

Abstract

This study empirically examines how social media finfluencers on platforms such as Instagram and YouTube influence the financial decision-making of young adults in Gujarat. Utilizing Structural Equation Modeling (SEM) on data collected from 423 respondents, the analysis validates the significant roles of influencer credibility, content engagement, and perceived financial literacy in shaping investment behavior. The findings emphasize the transformative potential of digital influence in financial education and underscore the need for regulatory oversight and informed media consumption. This study contributes a region-specific, theory-backed SEM validation of digital financial influence among Indian youth.