Impact Of Disruptive Marketing And Organizational Credibility On Consumer Trust In The Indian Fintech Sector

Abstract

The rapid growth of financial technology (fintech) has significantly transformed the delivery and consumption of financial services in India. This study examines the impact of disruptive marketing and organizational credibility on consumer trust, and further explores the relationship between consumer trust and behavioural intention toward fintech services. Primary data was collected from 120 respondents using questionnaire. Statistical tools such as descriptive analysis, reliability testing, correlation, and multiple regression were applied using SPSS.
The findings reveal that organizational credibility has a significant positive influence on consumer trust, whereas disruptive marketing shows a weak and statistically insignificant effect. The regression results further confirm that credibility is a stronger predictor of trust compared to marketing efforts. Additionally, the relationship between consumer trust and behavioural intention was found to be insignificant, suggesting that trust alone may not determine adoption behaviour.The study concludes that fintech companies should prioritize credibility factors such as security, transparency, and reliability over aggressive marketing strategies. The findings contribute to understanding consumer behaviour in the fintech sector and provide practical insights for developing effective trust-building strategies..