A Study on the Influence of Social Media Marketing on Brand Consciousness, Brand Image, & Buying Behaviour with Respect to Mutual Funds

Abstract

Abstract
The increasing use of digital platforms has significantly transformed the way financial products are marketed and perceived by investors. In the mutual fund industry, social media marketing has emerged as an important tool for creating awareness, building brand image, and influencing investment behaviour. This study examines the role of social media marketing in shaping investors’ perceptions and decision-making regarding mutual fund companies.
Primary data was collected through a structured questionnaire from individuals who actively engage with mutual fund–related content on social media. The analysis shows that social media marketing plays a vital role in enhancing the visibility and recognition of mutual fund brands. A majority of respondents reported that platforms such as LinkedIn, YouTube, and Instagram helped them gain information about mutual fund schemes and companies. Among these, LinkedIn was found to be the most effective platform due to its professional and informative environment.
The study also reveals that social media marketing positively influences the brand image of mutual fund companies by improving perceptions of credibility, transparency, and trustworthiness. Furthermore, social media content, including advertisements, expert opinions, and user reviews, has a significant impact on investors’ choice of mutual fund schemes. Many participants also expressed the need for greater engagement and interaction from mutual fund companies on social media. Overall, the findings highlight the growing strategic importance of social media marketing in the mutual fund industry.