What is Consumer Purchase Intention

The purpose of this study is to examine the influence of digital media marketing and celebrity endorsement on consumer purchase decisions toward mutual funds investment. Marketing through social media gives marketers a competitive edge when it comes to influencing customers and driving order intent in mutual funds. In this research, the authors examine the effectiveness of digital media and celebrity endorsements in influencing consumer purchasing decisions. This research employed a quantitative approach, and data were collected through online surveys from six districts of Jharkhand, a sample of 310 participants using structured questionnaire using purposive sampling. The findings advocate that celebrity endorsement is a substantial marketing tool for driving the purchase intention via social media. The indirect effect of celebrity endorsement on consumer purchase intention was also significant when digital media was used as a meditating variable. The data analysis and validation of the conceptual framework were carried out using the PLS-SEM. The study's implications are discussed.