Overloaded and Overconfident: The Hidden Cognitive Drivers of Impulsive Investment Behaviour.

Continuous notifications and social media-bombarded financial content have put growing pressure on investors, who are now more likely to be impulsive in their investing behaviour with the growing digitization of retail investing. This study investigates the effect of notification fatigue and the credibility of fin-fluencer on impulsive investing via investment information overload and decision justification bias. A total of 121 active retail investors of major cities of Gujarat (India) participated in the cross sectional survey and data were analysed using the PLS-SEM technique with the aid of