Effects of finance knowledge influencer qualities on investment willingness and the moderation of followers' risk tolerance
Chi‐Cheng Luan,
Kuo‐Liang Chen,
Chi‐Yu Ko
et al.
Abstract:Fueled by the rise of social media, internet celebrities (or influencers) are a subgroup of public figures who have gained extreme public attention in recent years. In this study, we examined the qualities of finance knowledge influencers to elucidate the impact that investment discussions or tutorials posted by influencers have on followers' and audiences' investment willingness. We adopted attractiveness, expertise, and trustworthiness as the independent variables, followers' risk tolerance as the moderator,… Show more
Set email alert for when this publication receives citations?
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.