In this Globe and Mail column, I look at new OSC research that highlights a strange contradiction: most Canadians say they don’t trust finfluencers, yet when they find one they like, their guard drops. And that can be costly. People who act on finfluencer advice are over 12 times more likely to be scammed, and heavy followers tend to trade more and use professional advice less. These online personalities use six classic persuasion tactics to earn trust and drive action. The problem isn’t just the tactics: it’s how few of us pause to ask whether the advice is actually any good.
Preet Banerjee
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