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Stream/Area:
-
Subject:
-
Paper ID:
IJSREM66768
Volume:
10 |
8 |
Aug 2026
Pages:
1-6
Publication Frequency:
Monthly (12 issues per year)
License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.
MBA
Knowledge Institute of Technology
MBA
Knowledge Institute of Technology
MBA
Knowledge Institute of Technology
MBA
Knowledge Institute of Technology
MBA
Knowledge Institute of Technology
MBA
Knowledge Institute of Technology
The rapid diffusion of digital technologies has transformed the way financial institutions design, communicate, and deliver their products to consumers. Digital marketing, encompassing social media promotion, content marketing, mobile-based outreach, search engine visibility, and personalised digital communication, has emerged as a decisive factor shaping consumer awareness, attitude, and eventual adoption of financial products such as savings instruments, insurance, mutual funds, and digital lending services. This paper adopts a conceptual and theoretical approach to examine how digital marketing practices influence financial product adoption among consumers in the Coimbatore region, an industrially vibrant urban-semi-urban market in Tamil Nadu characterised by a technologically receptive population and a dense concentration of banking, insurance, and non-banking financial institutions. Drawing upon the Technology Acceptance Model, the Unified Theory of Acceptance and Use of Technology, the Diffusion of Innovation theory, and the Theory of Planned Behaviour, the paper synthesises a conceptual framework linking digital marketing dimensions to behavioural and adoption outcomes through the mediating constructs of trust, perceived usefulness, and financial literacy. The paper further develops a set of theoretical propositions intended to guide future empirical inquiry and offers implications for financial marketers, policymakers, and regional financial institutions seeking to strengthen digital engagement strategies in tier-II city markets such as Coimbatore. The paper concludes by identifying limitations inherent in a purely conceptual treatment and outlines directions for subsequent empirical validation.
KEYWORDS
This paper has developed a theoretical framework linking digital marketing dimensions to financial product adoption among consumers in the Coimbatore region, integrating insights from the Technology Acceptance Model, the Unified Theory of Acceptance and Use of Technology, Diffusion of Innovation theory, and the Theory of Planned Behaviour. The framework positions trust, perceived usefulness, perceived ease of use, and social influence as mediating constructs, and financial literacy, digital experience, and risk tolerance as moderating contextual factors. By situating this framework within the specific socio-economic and demographic characteristics of Coimbatore, the paper offers a regionally grounded theoretical contribution intended to guide subsequent empirical research and to inform the digital marketing strategies of financial institutions operating in comparable tier-II city markets.
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Publication Date
8/14/2026
Peer Review Type
Double-Blind Peer Review
Review Rounds: 2
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The authors declare no conflict of interest related to this research work.
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