The impact of Digital Marketing and Promotional Strategies on attitude and purchase intention towards financial products and service: A Case of emerging economy

Abstract

ABSTRACT This paper examines the effectiveness of digital financial advertisements (DFA) in creating favorable consumer attitudes and purchase intentions toward advertised financial products and services. An internet-based survey was conducted in India with a sample of 400 individuals who watched the financial advertisements on YouTube, Facebook, etc. 347 completely filled questionnaires were received in return. Structure Equation Modeling (SEM) with AMOS software was applied to analyze the interrelationship between constructs and to validate the proposed theoretical model. The study found that the five antecedents of digital financial advertisements statistically significantly affect the perceived ease of use (PEOU) and perceived usefulness (PU). Further, PEOU and PU of the TAM model are significantly affecting the favorable attitude and the purchase intention. Further, age and gender have moderating effects. The study is unique as it proposes a theoretical model measuring the digital financial advertisement effectiveness with antecedents, constructs, and moderators. The research model is grounded on the Technology Acceptance Model (TAM) model with antecedents of PEOU and PU that measure the attitude and purchase intention towards financial products and services. This study contributes to the existing literature on a digital financial advertisement that will assist managers and strategists in framing new policies.