A Study on Impact of Influencer Marketing on the Adoption of the Digital Wallets in Bangalore (A Secondary Data Analysis)

In recent years, the adoption of digital wallets has increased rapidly in urban India due to the growth of smartphones, internet access, and digital payment systems, and Bangalore, being a major technology hub, has seen wide usage of digital wallets for daily transactions. Along with this growth, influencer marketing has emerged as an important promotional tool through social media platforms such as YouTube, Instagram, and Twitter, where influencers share reviews, experiences, and recommendations related to digital wallet applications. This study examines the impact of influencer marketing on the adoption of digital wallets in Bangalore using secondary data. The study is descriptive and analytical in nature and is based on data collected from regulatory reports, fintech industry studies, academic journals, and published articles. The analysis focuses on factors such as influencer credibility, social media exposure, trust, and peer influence in shaping consumer behaviour. The findings reveal that influencer marketing plays a significant role in increasing awareness and adoption of digital wallets, especially among young users and working professionals. Although digital awareness is high in Bangalore, adoption decisions are often influenced by social and emotional factors rather than purely rational evaluation. The study concludes that influencer marketing acts as an important behavioural factor in accelerating digital wallet adoption, while also highlighting the need for responsible influencer practices and improved financial awareness.