Educação financeira: contribuição de um influenciador digital na mudança de hábitos financeiros dos seus seguidores

Abstract

Financial education is crucial for individuals to be able to effectively manage their personal finances in order to provide a better quality of life. To this end, digital influencers in the financial field have been gaining prominence, helping their followers in the process of changing habits. This work aimed to verify how financial education, propagated on social networks by a digital influencer, has contributed to changes in the habits of his followers. With regard to methodological aspects, this research is classified as descriptive and quantitative in nature. The sample used was non-probabilistic and composed of 214 followers of the digital influencer Gustavo Cerbasi. In data collection, the questionnaire technique was used. The collected data were processed in an Excel spreadsheet and through the statistical software Stata 17.1. In performing the data analysis, principal components analysis (PCA) was used, in addition to descriptive statistics. It was possible to conclude that the sharing of financial knowledge of the digital influencer Gustavo Cerbasi has contributed to changing the habits of his followers, given that most respondents claimed to have used the information acquired to manage their finances more effectively and make investments more profitable. With the PCA, it was possible to identify that the most determinant variables in changing the habits of the respondents were: financial reserve, schooling, financial education, income, financial education practice and the management tools used.