Actor Network Theory, Social Networks, Marketing of Mutual Funds

Abstract

Mutual funds have been preferred investment vehicles of small investors who wish to earn better risk adjusted returns. Though the mutual fund industry is making a significant progress especially during and after the pandemic, there is still a huge untapped market potential. Banks such as, Axis, Kotak, Bank of Baroda and Union Bank, among others, own mutual funds or have majority stakes in the asset management companies floated by them. This article probes as to how banks and asset management companies can use social networks to market mutual funds effectively, through the lens of Actor network theory.