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First Merchants Bank financial wellness study

Click, like, and ignore: One third of young Americans seeking financial advice from unregulated celebrities and online influencers

February 20, 2024
New research from First Merchants Bank has revealed that almost a third (31%) of Americans aged 18-24 preference is to take advice on financial issues from celebrities and influencers via social media channels. Platforms such as Twitter (X), Instagram and TikTok are increasingly being used by younger generations for information. People can search for information and find a plethora of user generated content, offering advice on all manner of topics.