Understanding continuance intention in finfluencer content consumption: A behavioral perspective

The popularity of online financial content created by finfluencers (finance influencers) has increased significantly in recent years, with a notable and enduring user preference for financial content encompassing general economic news, cryptocurrencies, stocks, and other investment instruments. This thesis investigates the antecedents of social media users' habit formation of consuming online finfluencer content. In order to address this issue, in this research, I present the theoretical model developed that examines the antecedents, including perceived usefulness (PU), perceived content quality (PCE), perceived enjoyment (PE), perceived behavioral control (PBC), subjective norm (SN), and source credibility, as factors that impact users' continuance intention towards consuming online finfluencer content. This research is intended to provide insights into the antecedents of continuance intention of consuming online finfluencer content. Online content creators can use the findings of this study to develop strategies to increase the popularity of their online financial content.