International Journal of Scientific Research and Engineering Development

The social media landscape has been significantly changed by social media influencer marketing groups, who use their knowledge and enthusiasm to interact with the target audience. These powerful individuals, who range from cryptocurrency specialists to stock market gurus, have the skills, knowledge, and expertise to steer Social Media users into profitable investors. But in today’s situation these finfluencers also harm to the stock market and to investors. Social media users who actively participate in investing conversations on social media platforms will also be referred to as retail investors for the sake of this study. Social media user’s year of experience and influencer credibility are two important factors that the study intends too. This study identifies that the finfluencers have a major role on the investment choice making of retail investors.

Neethu Thomas, Dr.Biju M K,"Role of Finfluencers in Democratising Investments - A Study Among Retail Investors of Indian Market" International Journal of Scientific Research and Engineering Development, V9(3): Page(2245-2250) May-June 2026. ISSN: 2581-7175. www.ijsred.com. Published by Scientific and Academic Research Publishing.