Individual investor behaviour has long responded to the public communications of well-placed individuals, such as popular investment analysts, fund managers, investors, personal finance experts, and finance academics. Social media platforms have ushered in a brave new world of finance influencers (often called finfluencers) who have risen to prominence by attracting and engaging large numbers of individual investors on social media using a communication style that is often more personal, entertaining, and imbued with notions of community and distrust of tr...