Prof. Atul Pathak's co-authored paper, 'The power of words: driving online consumer engagement in Fintech', has been published in the International Journal of Bank Marketing (ABDC 'A' category). Prof. R.V. Shabbir Husain, Department of Marketing, S P Jain Institute of Management and Research, Mumbai, India; Prof. Shabana Chandrasekaran, Department of Decision Sciences, Xavier Institute of Management, XIM University, Bhubaneswar, India; Prof. Balamurugan Annamalai, Department of Marketing, Xavier Institute of Management, XIM University, Bhubaneswar, India, are his co-authors.
This study explores the role of the linguistic style used in the brand-posted social media content on consumer engagement in the Fintech domain. The study revealed that using drive words and cognitive language increased consumer engagement with Fintech messages via the central route of information processing. Further, affective words and conversational language drive consumer engagement through the peripheral route of information processing. It guides social media marketers of Fintech brands regarding what content strategies best enhance consumer engagement and details the linguistic style to improve online consumer engagement (OCE).