Dr Kanthimathinathan’s scientific contributions

This study investigates the effectiveness of digital media mix strategies in promoting UPI payment applications among urban consumers in Bengaluru. A sample of 300 respondents was selected, focusing on individuals aged 18 and above who actively use UPI apps. The research adopted a quantitative descriptive design, using a structured questionnaire to collect demographic and behavioural data on digital media engagement. Content validity was established through expert review, and a pilot study confirmed the reliability of the tool with a Cronbach’s alpha value of 0.87. Statistical analysis included regression and correlation techniques to evaluate the impact of social media, mobile advertising, content marketing, and AI-driven strategies on customer acquisition, engagement, retention, and satisfaction. Results demonstrated that social media ads and AI-driven marketing strongly influenced user acquisition, while mobile advertising played a critical role in user adoption and retention. Content marketing, particularly educational content, significantly affects user trust and long-term engagement. The findings suggest that fintech startups should prioritize integrated digital marketing strategies, combining social media marketing, mobile ads, and AI-driven personalization to optimize their outreach and engagement. The study also highlights the importance of educational content in fostering user trust and long-term loyalty. In conclusion, the research provides actionable insights for fintech startups on how to enhance their marketing strategies to promote UPI apps effectively. It is recommended that these companies invest in personalized, mobile-first, and educational content-driven campaigns to maximize customer retention and satisfaction.

This study investigates the effectiveness of digital media mix strategies in promoting UPI payment applications among urban consumers in Bengaluru. A sample of 300 respondents was selected, focusing on individuals aged 18 and above who actively use UPI apps. The research adopted a quantitative descriptive design, using a structured questionnaire to collect demographic and behavioural data on digital media engagement. Content validity was established through expert review, and a pilot study confirmed the reliability of the tool with a Cronbach’s alpha value of 0.87. Statistical analysis included regression and correlation techniques to evaluate the impact of social media, mobile advertising, content marketing, and AI-driven strategies on customer acquisition, engagement, retention, and satisfaction. Results demonstrated that social media ads and AI-driven marketing strongly influenced user acquisition, while mobile advertising played a critical role in user adoption and retention. Content marketing, particularly educational content, significantly affects user trust and long-term engagement. The findings suggest that fintech startups should prioritize integrated digital marketing strategies, combining social media marketing, mobile ads, and AI-driven personalization to optimize their outreach and engagement. The study also highlights the importance of educational content in fostering user trust and long-term loyalty. In conclusion, the research provides actionable insights for fintech startups on how to enhance their marketing strategies to promote UPI apps effectively. It is recommended that these companies invest in personalized, mobile-first, and educational content-driven campaigns to maximize customer retention and satisfaction.

The fastest-growing medium over the past ten years has been the internet. Online shopping in India has a bright future thanks to the rising number of internet users. The e-commerce industry, and online shopping in particular, is expanding quickly. Online shopping is an increasingly popular trend across the globe, particularly in nations with developed information and communication technologies for Internet marketing. Today, the internet serves as a platform for global commerce in addition to being a tool for networking and connectivity. Due to the numerous benefits and the chance to discover new shopping opportunities across online platforms, some customers are now engaging in online shopping. The primary goal of this research is to examine how consumers view online shopping and what factors may affect a consumer's decision to make a purchase. The Kaiser-Meyer-Olkin (KMO) value of 0.716, which is higher than 0.5 and represents the measure of sample adequacy, demonstrates that the provided primary data is suitable for data analysis using factor analysis. Since the p-value is 0.000, or less than 0.05, it can be concluded that the correlation is significant. The Kaiser-Meyer-Olkin (KMO) value of 0.716, which is higher than 0.5 and represents the measure of sample adequacy, demonstrates that the provided primary data is suitable for data analysis using factor analysis. Since the p-value is 0.000, or less than 0.05, it can be concluded that the correlation is significant. The reliability test (alpha) for the entire data set used in the factor analysis is 0.824, which is higher than the usual cutoff point. The F-test is highly significant, demonstrating that our model's variables have a linear relationship with one another.