Analysis on Sales Appropriateness for Finfluencer

7 Pages Posted: 4 May 2024

See all articles by Mohd Sedek Jantan

Mohd Sedek Jantan

UOB Kay Hian Wealth Advisors; Faculty of Economic and Administration, Universiti Malaya ; MSU-UOBKHWA Financial Innovation Centre

Date Written: April 18, 2024

Abstract

Have you ever been tempted to make an investment in the digital age due to the influence of a convincing financial influencers on platforms like YouTube or TikTok? Finfluencers use TikTok and YouTube to democratise financial knowledge by sharing relatable and engaging content about budgeting, investing, and more. Nevertheless, apprehensions over the trustworthiness, expertise, and possible spread of false information have emerged, leading regulatory authorities to tackle the ambiguous regulatory aspects related to Finfluencers. The principal-agent dilemma, which is inherent in the connection between Finfluencers and consumers, highlights the significance of transparency and disclosure in financial marketing as a means to reduce risks for investors.

Keywords: FinFluencer, Principal-Agent Theory, Regulotary

JEL Classification: G02, G11, G18

Suggested Citation

Jantan, Mohd Sedek, Analysis on Sales Appropriateness for Finfluencer (April 18, 2024). Available at SSRN: https://ssrn.com/abstract=4803657 or http://dx.doi.org/10.2139/ssrn.4803657

Mohd Sedek Jantan (Contact Author)

UOB Kay Hian Wealth Advisors ( email )

b-8-3a, block b west,
menara pj 8, jalan barat,
petaling jaya, 46050
Malaysia

Faculty of Economic and Administration, Universiti Malaya ( email )

0166669751 (Phone)

MSU-UOBKHWA Financial Innovation Centre ( email )

17-G, Block A
Jalan Equestrian 13/52
Seksyen 13, 40100
Malaysia

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