1 publication

• Published Subscription 1 Jul 2026

  Role of Marketing Communication in Adoption of Digital Wallets and UPI Apps

  By Amandeep Kaur, Khushboo Sawhney

  Abstract: India’s transition toward a cash-lite economy has been significantly accelerated by the rapid expansion of mobile-based financial technologies, particularly digital wallets and Unified Payments Interface (UPI) applications. However, the widespread adoption of these platforms depends not only on technological accessibility and usability but also on how effectively their benefits, security, and reliability are communicated to users. This study examines the role of marketing communication in influencing the adoption and continued …

  Published in NOLEGEIN Journal of Financial Planning And Management · Vol. 9, Issue 2, 2026 Read article →