Authors: Assistant Professor Mr. Stefan Juan Weston, Assistant Professor Mr. A. Senthilanand
Abstract: Financial technology (FinTech) has transformed the way consumer’s access, evaluate and use financial services. Digital payment applications, mobile banking, online investment platforms, digital lending, robo-advisory, and other technology-enabled financial services increasingly rely on marketing strategies to communicate value, convenience, security, and ease of use. This study examines the influence of FinTech marketing strategies on consumer adoption and financial behaviour. Following the structure of the supplied model paper, the study adopts a descriptive, quantitative research design and draws on a sample of 120 consumers. Data are proposed to be collected through a structured questionnaire using five-point Likert-scale statements. The study focuses on FinTech marketing dimensions such as digital promotion, personalization, perceived convenience, trust and security communication, customer engagement and service value. Consumer adoption is examined through awareness, intention to use, frequency of use and continued adoption, while financial behaviour is considered through digital payment usage, saving, spending, investment and financial decision-making tendencies. Descriptive statistics, correlation and regression analysis are used to examine the relationships among the variables. The study provides a framework for understanding how FinTech firms can use customer-oriented marketing strategies to strengthen adoption and encourage responsible financial behaviour.
