Role of Finfluencer Advice Across Behavioral Clusters in Shaping Sustainable Finance

This study explores how trust, impulsiveness, and verification tendencies shape individuals’ preferences for budgeting and investment advice on social media. A survey of 357 Indian users, combined with K-means clustering, ANOVA, and thematic analysis, revealed that budgeting preferences vary across behavioral clusters, while investment preferences do not. Verification and trust predicted budgeting content preference, whereas impulsiveness reduced preference for structured advice. Simplicity, credibility, and emotional appeal drove trust. A typology categorizing advice formats was proposed. The study provides practical insights for finfluencers and educators on promoting sustainable financial practices. The findings of the study contribute to behavioral finance by integrating user behavior, content analytics, and qualitative insights.