O impacto dos influenciadores digitais pelo prisma das finanças comportamentais dos novos investidores na bolsa no período 2019-2020

Abstract

Based on studies of behavioral finance and also after observing several issues in the Brazilian capital market regarding the regulation and supervision of the action of digital influencers during the period from 2019 to 2020, the article aims to point out the risks from the perspective of behavioral biases that digital influencers exerted on the decision making of investors newly arrived at the Brazilian stock market during the period 2019 2020. Thus, it established a bibliographic research to support the exploratory methodology from the perspective of behavioral heuristics considered most relevant to the proposed issue. The results obtained include the measurement of affected investors; regulation, identification, and punishment of offenders by the Comissão de Valores Mobiliários (Securities and Exchange Commission) and the Judiciary; the popularization of continued education by self-regulatory bodies and the stock exchange itself for better qualification and preparation of all parties involved. In conclusion, there is greater attention to the influencer and less tolerance for the dissemination of information and suggestions in the digital environment that jeopardize market health.