Leveraging Finfluencer Credibility for Enhanced Client Engagement and Investment Decisions: Insights from PLS-SEM

Vipin Vihari Ram Tripathi (), Rukmani Jaiswal (), Manish Kumar Srivastava () and Ashish Kumar Srivastava ()
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Vipin Vihari Ram Tripathi: Galgotias University
Rukmani Jaiswal: Deen Dayal Upadhyaya Gorakhpur University
Manish Kumar Srivastava: Deen Dayal Upadhyaya Gorakhpur University
Ashish Kumar Srivastava: Deen Dayal Upadhyaya Gorakhpur University

International Journal of Global Business and Competitiveness, 2025, vol. 20, issue 2, No 8, 155-162

Abstract: Abstract Financial influencers, or "finfluencers," have transformed the global financial landscape, particularly in India, by making finance more accessible, engaging, and influencing others' financial decision-making. The present study examines the impact of finfluencers' credibility, comprising expertise, trustworthiness, authenticity, and attractiveness, on client engagement and investment behavior within the digital landscape. Using the source credibility theory (SCT) as a foundation, cluster data were collected from four metropolitan cities of India, involving 437 financial clients through a structured e-questionnaire. This study employs Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze the complex relationship between credibility dimensions and their effects on client behavior. The findings reveal that all dimensions of credibility, except authenticity, significantly influencing client engagement. Findings highlight the credibility-driven strategies finfluencers use to strengthen client engagements and improve their competitive position in an increasingly digitized and trust-sensitive financial market. Further, although focused on India, this study offers insights for other emerging markets experiencing a digital shift in financial services. This study extends source credibility theory by applying it to digital finance and provides practical insights for leveraging finfluencers to enhance their competitiveness in financial engagement.

Keywords: Attractiveness; Authenticity; Client engagement; Credibility; Expertise; Finfluencer; Investment intention; PLS-SEM; Trustworthiness (search for similar items in EconPapers)
JEL-codes: D91 G53 M31 (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s42943-025-00123-y

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