Journal of Finance and Marketing

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Perspective - Journal of Finance and Marketing (2025) Volume 9, Issue 2

Influencer Marketing and Consumer Financial Decisions: A Behavioral Perspective

Sagie Dol*

Department of Molecular Genetics, University of Toronto, Toronto, Canada.

*Corresponding Author:
Sagie Dol
Department of Molecular Genetics
University of Toronto, Toronto, Canada.
E-mail: doll@sickkids.ca

Received: 04-Apr-2025, Manuscript No. AAJFM-25-164721; Editor assigned: 06-Apr-2025, PreQC No. AAJFM-25-164721(PQ); Reviewed: 19-Apr-2025, QC No AAJFM-25-164721; Revised: 23-Apr-2025, Manuscript No. AAJFM-25-164721(R); Published: 30-Apr-2025, DOI:10.35841/AAJFM-9.2.294

Citation: Dol S. Influencer marketing and consumer financial decisions: A behavioral perspective. J Fin Mark. 2025;9(2):294

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Introduction

Influencer marketing has become a dominant force in shaping consumer behavior, extending its reach far beyond fashion and lifestyle into areas such as financial products and services. From personal finance advice on Instagram to investment tips on YouTube and TikTok, influencers are increasingly impacting how individuals manage, spend, and invest their money. This shift brings new insights into consumer financial decision-making from a behavioral perspective, as emotional appeal, perceived trustworthiness, and social proof play critical roles in shaping financial choices [1, 2].

Behavioral finance acknowledges that individuals often deviate from purely rational decision-making due to cognitive biases, emotions, and social influences. Influencers, by design, operate at the intersection of all three. They build trust through relatability, convey complex information in accessible formats, and often use storytelling to connect with their audiences. This approach makes financial concepts more digestible and engaging, particularly for younger demographics who may find traditional financial institutions or advisors less approachable [3, 4].

One of the most significant behavioral drivers at play is social proof—the tendency for individuals to mimic the actions of others in an attempt to reflect correct behavior. When an influencer discusses a budgeting method, promotes a trading app, or showcases a new credit card, their followers are more likely to adopt similar behaviors, assuming the influencer has vetted and validated the choice. This dynamic is amplified by the influencer’s perceived success, lifestyle, and authority, which can overshadow objective evaluation of the financial product itself [5].

Emotional resonance also plays a key role. Influencers often share personal financial journeys, including stories of debt recovery, financial independence, or investment wins and losses. These narratives evoke empathy, build emotional connections, and reduce the intimidation factor often associated with financial decision-making. As a result, followers may be more willing to act on recommendations that align with their aspirations or emotional states, even in the absence of thorough financial analysis [6, 7].

Moreover, the framing of financial products by influencers can significantly shape consumer perception. A high-risk investment might be framed as an exciting opportunity for wealth generation, while a budget app could be presented as a tool for empowerment and control. Framing effects—where people react differently depending on how choices are presented—can lead consumers to make financial decisions based on presentation rather than substance. In this context, the influencer acts not just as a messenger, but as a behavioral architect guiding decision-making pathways [8].

However, the rise of influencer-driven financial advice also introduces risks. Not all influencers are qualified or transparent about their affiliations, and some may promote products primarily for monetary gain through sponsorships or affiliate links. This raises ethical concerns, as followers may be exposed to misleading or inappropriate financial advice, particularly when dealing with high-risk assets like cryptocurrencies or complex investment platforms. Confirmation bias—where individuals seek out information that aligns with their existing beliefs—can further reinforce these risky decisions [9].

Regulatory bodies have started to respond, urging clearer disclosures and encouraging financial literacy. Still, the informal and fast-paced nature of social media often outpaces enforcement. For companies, this underscores the importance of partnering with credible influencers and emphasizing compliance, transparency, and educational content in financial promotions. For consumers, it highlights the need for critical thinking, independent research, and awareness of behavioral influences when making financial choices [10].

Conclusion

In conclusion, influencer marketing has become a powerful behavioral driver in consumer financial decision-making. It operates through emotional connection, social validation, and persuasive framing, making financial topics more accessible and engaging. While it opens up opportunities for education and empowerment, it also introduces ethical and regulatory challenges. To navigate this evolving landscape, both firms and consumers must recognize the behavioral underpinnings of influence and work toward responsible, informed financial engagement in the digital age.

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