Abstract
The rise of social media financial influencers (finfluencers)
has significantly transformed the personal finance landscape, making financial advice and insights more accessible to a broader and younger
audience. By leveraging digital platforms, these influencers have contributed to the democratization of financial literacy. However, the line
between education and promotion is often blurred, as many finfluencers
lack formal financial qualifications, raising concerns about the accuracy
and reliability of the information they share. This study investigates the
patterns and behaviours of finfluencers in the UK on TikTok, focusing
not on individual actions but on broader trends and the interactions
between influencers and their followers. The aim is to identify common
engagement patterns and propose guidelines that can help protect the
public from potential financial harm. Specifically, the paper contributes a
detailed analysis of finfluencer content categorization, sentiment trends,
and the prevalence and role of disclaimers, offering empirical insights
that inform recommendations for safer and more transparent financial
communication on social media.
