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Madhukar S.M., M. G. Krishnamurthy
The technological innovations have blurred many obstacles in the way of business not only for the companies but also for the consumers in making their shopping experience much smoother. The advent of digital marketing in financial service industries has made it easier for the mutual fund firms to reach a larger investor base and also made it very handy for the prospective investors with regard to information availability. With this backdrop the main objective of this paper is to understand the role of Digital Marketing in Mutual Fund Investment Decisions of the investors and thereby identify the most important demographic factors which influence online investments.
Digital Marketing, Consumer Behaviour, Mutual Fund Investments