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@article{192981,
        author = {Priyanka Chaudhary and Prof. Saroj Dayashankar Jha and Priti Mandal and Tanu Kushwaha and Neha Singh and Nisha Yadav and Gauri Bisht},
        title = {A Study Of Students’ Market Participation From A Behavioural Finance Perspective},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {9},
        pages = {3683-3686},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=192981},
        abstract = {The rapid expansion of social media platforms has significantly transformed the production, dissemination, and consumption of financial information. A major consequence of this transformation is the emergence of financial influencers, commonly referred to as finfluencers, who disseminate investment-related content through platforms such as Instagram, YouTube, Twitter (X), and TikTok. Students have emerged as a key audience for such content, increasingly relying on finfluencers for guidance regarding savings, investing, and participation in financial markets. This study examines the impact of financial influencers on students’ investment behaviour and their level of market participation.
The study adopts a quantitative research design and uses primary data collected through a structured questionnaire administered to undergraduate and postgraduate students from different academic disciplines. Descriptive statistical tools, including percentages and frequency analysis, are employed to analyse the influence of finfluencers on students’ financial awareness, risk perception, confidence, trading frequency, and choice of investment instruments.
The findings indicate that finfluencers play a significant role in improving financial awareness and encouraging early participation in financial markets by simplifying complex financial concepts. However, increased exposure to finfluencer content is also associated with behavioural biases such as herd behaviour, fear of missing out (FOMO), overconfidence, and inclination toward speculative or short-term investments. The study highlights the dual role of finfluencers as both facilitators of financial inclusion and potential sources of biased or misleading information. The paper emphasizes the need for integrating structured financial literacy initiatives within academic institutions and strengthening regulatory oversight of digital financial content to promote informed and responsible investment behaviour among students.},
        keywords = {Financial Influencers; Finfluencers; Students’ Investment Behaviour; Market Participation; Behavioural Finance; Social Media Finance},
        month = {February},
        }