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@article{205678,
        author = {DrVGeetha and DrVSThangamani},
        title = {IMPACT OF INFLUENCER MARKETING ON CUSTOMERS’ INVESTMENT DECISIONS IN FINTECH DIGITAL PLATFORMS},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {13},
        number = {1},
        pages = {7431-7438},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=205678},
        abstract = {A key function in today's world is marketing. Marketing plays a major role in connecting traders and consumers. Nowadays, companies are beginning to advertise their goods and services on social media. Furthermore, social media has started to influence people's financial choices through digital platforms. Influencers are playing an increasingly significant role in shaping consumers’ financial and investment decisions. To investigate the factors influencing consumers' choices and investments decisions in fintech companies, a sample of 104 consumers was selected in order to study the relationship between customers and influencers. This study assessed how social media influencers affected audience participation and customer behavior when deciding which fintech companies to fund. With the use of SPSS, the regression analysis, annova, and weighted mean procedures were used to ascertain the outcomes. The results showed that while influencers are relatively new to targeting consumers, influencer marketing has a minimal impact on consumers' decisions to invest in fintech businesses. Through their social media influencers, this builds the credibility, trust, and knowledge of fintech companies. By doing this, the influencers can start to position themselves in their ads as heroes who boost the economy by comforting consumers as they make financial decisions about future investments.},
        keywords = {Influencers Marketing, Influencers, Fintech Companies, Advertisements, social media, Digital platforms, Investments},
        month = {June},
        }