Trust, Financial Literacy, and Perceived Ease of Use as Drivers of Investment Intention in Indian Fintech

The financial technology (fintech) sector in India, particularly in metropolitan regions like Chennai, has witnessed rapid digital adoption among the youth. Social media platforms serve as key tools for fintech firms to engage potential investors, especially from the millennial and Gen Z cohorts. This study aims to investigate how social media marketing, along with trust in platform, financial literacy, and perceived ease of use, affects the investment intention of young adults in Chennai. A total of 210 respondents aged between 20 to 35 years participated in the study. The data was analyzed using Structural Equation Modeling (SEM). The findings reveal that trust in platform, financial literacy, and perceived ease of use significantly influence investment intention. Moreover, trust in platform and financial literacy also positively affect perceived usefulness, which in turn mediates investment intention. These insights highlight the importance of building trust and enhancing financial awareness to drive youth participation in digital investments.