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Original Article | Volume 2 Issue 1 (Jan-Feb, 2025) | Pages 257 - 266
Impact of Influencer Marketing On Adoption of Mobile Financial Apps and Customer Retention in Urban Areas
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1
Professor, Don Bosco Institute of Management Studies and Computer Applications, Bangalore.
2
Assistant Professor, Christ Academy Institute for Advanced Studies, Bangalore and Research Scholar, University of Mysore.
3
Associate Professor, Don Bosco Institute of Management Studies and Computer Applications, Bangalore and Research Scholar; PES University.
4
Assistant Professor, Don Bosco Institute of Management Studies and Computer Applications, Bangalore.
Under a Creative Commons license
Open Access
Abstract

The rise of financial mobile apps revolutionized customer engagement models leading to influencer marketing becoming an essential factor for both new user acquisition and customer retention. This research investigates how Influencer Marketing ties into Trust in Financial Mobile Apps and how it affects Customer Retention Rate and Financial Mobile App Adoption behavior. This study aims to examine influencer marketing's trust-building effects and its influence on customer retention alongside adoption behavior together with the influence of Profession on these relationships. Topic analysis utilized quantitative methodology that identified patterns through structural equation modeling to examine data drawn from diverse financial application users. The research study examined influencer marketing strategies alongside trust measures and customer actions as its main components. A moderation analysis evaluated how Profession affects the relationships identified between variables. Research outputs indicate that influencer marketing effectively establishes customer trust which functions as a key factor for sustaining users and driving monetary adoption of financial mobile apps. The direct impact of influencer marketing operates on both customer retention efforts and adoption behaviors thereby establishing it as a vital force for achieving desired results. The model explains a significant amount of variation highlighted by its high explanatory power in revealing strong causal relationships. The researchindicates that different occupational sectors demonstrate no significant difference when influenced by influencer marketing. The research highlights trust formation through influencer marketing as an essential tool for marketers to secure better retention and adoption results providing practical insights for financial technology marketing efforts.

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