Relevance of Financial Service Advertisements in Investment Decisions and Purchase of Financial Products : Evidence from the Indian Insurance Sector

Authors

  •   Sarfaraz Javed Assistant Professor, Faculty of Business, Sohar University, Sohar
  •   Uvesh Husain Assistant Professor, Economics and Business Studies Department, Mazoon College, Al Seeb
  •   Namrata Pathak Independent Researcher, Indian Institute of Technology (ISM), Dhanbad, Jharkhand - 826 004

DOI:

https://doi.org/10.17010/ijom/2021/v51/i9/166163

Keywords:

Investment Decisions

, Financial Product Purchases, Perceived Reality, Usefulness, Entertainment, Financial Services Advertising.

Paper Submission Date

, May 10, 2020, Paper Sent Back for Revision, August 20, Paper Acceptance Date, December 21, Paper Published Online, September 20, 2021.

Abstract

This study investigated the impact of investment decision-making on financial product purchases and explored the mediating role of financial services advertisements in India’s insurance sector. Data collected from 447 responses were analyzed using SPSS and AMOS. SEM was conducted to testify the hypotheses. The results identified that the entertainment variable played a vital role in determining financial product purchases and investment decision-making. The results also indicated that financial services advertising, perceived reality, and usefulness positively and significantly mediated between financial product purchases and investment decision making. The study provided valuable clues for the investment and selection of financial products. The insights acquired from this study may have significant consequences for corporate promotional behavior, investor relations systems, and coordinated public engagement activities.

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Author Biographies

Sarfaraz Javed, Assistant Professor, Faculty of Business, Sohar University, Sohar

ORCID iD : https://orcid.org/0000-0002-1992-3484

Uvesh Husain, Assistant Professor, Economics and Business Studies Department, Mazoon College, Al Seeb

ORCID iD : https://orcid.org/0000-0002-8502-8488

Namrata Pathak, Independent Researcher, Indian Institute of Technology (ISM), Dhanbad, Jharkhand - 826 004

ORCID iD : https://orcid.org/0000-0002-6745-0327

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Published

2021-09-30

How to Cite

Javed, S., Husain, U., & Pathak, N. (2021). Relevance of Financial Service Advertisements in Investment Decisions and Purchase of Financial Products : Evidence from the Indian Insurance Sector. Indian Journal of Marketing, 51(9), 41–55. https://doi.org/10.17010/ijom/2021/v51/i9/166163

Issue

Volume 51, Issue 9, September 2021

Section

Articles
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Scopus
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Europe PMC

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