Role of Marketing Communication in Adoption of Digital Wallets and UPI Apps
Keywords:
Marketing communication, Digital wallets, UPI, Consumer trust, Technology adoptio n, Fintech marketing, IndiaAbstract
India’s transition toward a cash-lite economy has been significantly accelerated by the rapid expansion of mobile-based financial technologies, particularly digital wallets and Unified Payments Interface (UPI) applications. However, the widespread adoption of these platforms depends not only on technological accessibility and usability but also on how effectively their benefits, security, and reliability are communicated to users. This study examines the role of marketing communication in influencing the adoption and continued usage of digital payment systems. Specifically, it evaluates four key dimensions—advertising appeal, promotional incentives, social media influence, and government or institutional communication—and their impact on consumer behavior. Primary data were collected from 200 respondents in Delhi using a structured questionnaire, and analyzed through correlation, multiple regression, and mediation techniques. The findings reveal that marketing communication variables collectively explain a substantial proportion of variance in adoption behaviour, with government and institutional communication emerging as the most influential factor. Advertising and promotional incentives significantly drive initial adoption, while social media plays a supportive role in shaping perceptions, particularly among younger users. Furthermore, trust is identified as a partial mediator, linking communication strategies with long-term usage intentions. The study integrates insights from the Technology Acceptance Model (TAM), Unified Theory of Acceptance and Use of Technology (UTAUT), and Stimulus–Organism–Response (SOR) framework to provide a comprehensive understanding of fintech adoption. The results highlight the importance of transparent, consistent, and trust-oriented communication strategies for policymakers and fintech firms aiming to strengthen India’s digital payment ecosystem.
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