India is experiencing a massive change in the way of how such products are learned
and embraced by people on finance. Having more than 800 million internet users
and the active development of many social apps and services such as Instagram,
YouTube, Telegram and many others, the new category of content creators known as
a financial influencer (finfluencer) has gained immense popularity. These producers
create content on such issues as mutual funds, stocks, insurance, and credit
products, so that financial literacy becomes available to the common population - in
particular, residents of smaller cities who do not have access to professional
financial advisors.
Chapters in this book
- 1. Project Renaissance 2026: A Surgical Turnaround Strategy for State-Owned Heritage Retail
- 2. Behavioural Intervention Training for Agra Police – An Action Research Study
- 3. Make in India in Defence Manufacturing: Financial Impact - A Comprehensive Review
- 4. Factors Affecting the Safety Management System During Airport Masterplan Development: A Case Study on Varanasi Airport
- 5. Financial and Institutional Framework for Land Monetisation by Indian Railways Under National Monetisation Pipeline (NMP 2.0)
- 6. The Unfinished Revolution: Panchayati Raj, Rural Governance, and the Road to 2047
- 7. India in Unpol Missions: An Analysis of Leadership Representation, Motivation, and Institutional Preparedness (with Special Reference to Unmiss)
- 8. Semiconductor Manufacturing in India: Assessing Its Impact on Gross Domestic Product and Pathways to Industrial Transformation
- 9. AI-Driven Admission Systems and their Impact on Admission intake and Institutional Diversity: A Review
- 10. Impact of Influencer Marketing on Consumer Financial Product Adoption in India
- 11. Market Entry Strategy and Consumer Demand Analysis for a Startup Venture in the Premium Decorative Lighting Industry in NCR
Abstract
Chapter information
| Chapter title | Impact of Influencer Marketing on Consumer Financial Product Adoption in India |
|---|---|
| Author(s) | Om Goel, Associate Consultant, E-Minds Infosystems | Dr. Sapna Mathur, Assistant Professor Sharda University |
| Book title | Confluence of Perspectives: Essays in Leadership, Management and Society Vol.1 |
| Editor(s) | Abhinanda Bhattacharya | Dr. Ruchi Jain Garg |
| Book Doi | https://doi.org/10.67103/IRG.COP1.2026.9788168516410 |
| DOI | https://doi.org/10.67103/IRG.COP1.2026.9788168516410.10 |
| Publication date | July 17, 2026 |
| Access | Restricted access |
How to cite
Om Goel, Associate Consultant, E-Minds Infosystems | Dr. Sapna Mathur, Assistant Professor Sharda University. 2026. Impact of Influencer Marketing on Consumer Financial Product Adoption in India. In: Abhinanda Bhattacharya | Dr. Ruchi Jain Garg (eds). Confluence of Perspectives: Essays in Leadership, Management and Society Vol.1. Book Doi https://doi.org/10.67103/IRG.COP1.2026.9788168516410. https://doi.org/10.67103/IRG.COP1.2026.9788168516410.10