Understanding finfluencer engagement: conceptual framework of attitude development and continued usage in video consumption

The popularity of online financial videos 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 study investigated the antecedents of attitude towards watching online finfluencer videos and the factors influencing viewers' intention to continue watching them. In order to address this issue, in this research-in-progress study, we present the theoretical model developed that examines the antecedents, including perceived usefulness (PU), perceived ease of use (PEU), perceived content quality (PCE), perceived behavioral control (PBC), subjective norm (SN), perceived enjoyment (PE), and trust, as factors that impact users' attitude towards watching online finfluencer videos. We also explore financial literacy's role in moderating the relationship between the antecedents and attitude toward watching online financial videos created by finfluencers. This study is intended to provide insights into the antecedents of attitude towards watching online financial videos and continuance intention to use them. Once the theoretical model is tested in the future stages of the research, online content creators can use the findings of this study to develop strategies to increase the popularity of their online financial videos.