Article on the finfluencer study in PR Magazin

In the “Theory Practice” section of PR Magazin, Sandra Binder-Tietz, Christian P. Hoffmann and Monika Kovarova-Simecek present the results of the study on finfluencer relations.

In einem Marktüberblick wird gezeigt, dass mittlerweile 278 Finfluencer im DACH-Raum agieren, die zusammen knapp 28 Millionen Follower zählen. Dabei kristallisieren sich rund 38 Personen heraus, die 78 Prozent aller Follower auf sich vereinigen.

In the second step, the authors use qualitative expert interviews with finfluencers, their followers and those responsible for investor relations to shed light on the requirements for cooperation between finfluencers and listed companies.

The survey ultimately results in a code of ethics for finfluencers as well as recommendations for action for companies, which serve the goal of facilitating cooperation between these players and making the collaboration fair, balanced and advantageous.