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Digital Literacy as a Catalyst for Mobile Payment Marketing Effectiveness: Insights From Haryana,India
Abstract
This chapter analyzes the importance of digital literacy in enhancing the effectiveness of mobile payment marketing strategies in rural India, specifically for Haryana. Large segments of rural communities remain excluded from the digital economy despite expansion of digital financial services and government-backed initiatives such as Digital India. The most significant reasons for this exclusion are a deficiency in digital literacy, infrastructural shortcomings, and a default distrust of digital systems. This research examines the means through which perceived usefulness, trust, and ease of use serve as mediators between digital literacy and mobile payment acceptance, based on theoretical models such as the Technology Acceptance Model (TAM). Demographic factors such as age, sex, income, and education also play a role in these dynamics, also analyzed in this chapter.For emerging economies, this chapter contributes to the larger discourse on rural development, digital inclusion, and financial empowerment through technology.
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