Volume 2 - Issue 4, July - August 2026

The rapid digitalisation of financial services has significantly transformed the way retail investors access information and participate in capital markets. Digital marketing strategies such as social media marketing, influencer marketing, financial literacy campaigns, content marketing, and search engine marketing have become major channels for disseminating investment-related information. This study examines the impact of these five digital marketing strategies on retail investor awareness in capital markets. A quantitative research design was adopted using a structured questionnaire to collect primary data from 200 retail investors. Data were analysed using descriptive analysis, reliability testing, correlation analysis, and multiple regression analysis. The findings reveal that digital marketing strategies collectively have a significant positive influence on retail investor awareness, explaining 53.6% of the variance in awareness (R² = 0.536, F = 57.21, p < 0.001). Financial literacy campaigns (β = 0.291) and content marketing (β = 0.214) emerged as the most influential factors, followed by social media marketing (β = 0.248), search engine marketing (β = 0.167), and influencer marketing (β = 0.142). The study validates a multi-dimensional framework of digital marketing influence and provides implications for financial institutions, digital marketers, and policymakers seeking to strengthen investor education.

R Sanjay Anand, Prof.S.Shiny,"The Impact of Digital Marketing Strategies on Retail Investor Awareness in Capital Markets" International Journal of Advanced Multidisciplinary Research and Educational Development, V2(4): Page(197-199) July - August 2026. ISSN: 3107-6513. www.ijamred.com. Published by Scientific and Academic Research Publishing.