• K. SHAKTHI PRIYA
• Dr. V.K. MARAGATHAVALLI

In the upgraded digital economy, the world is growing towards the cashless transactions. And in today’s world, smartphones or mobile device plays an important role in everyday life and has led to an enormous growth in digital marketing. Mobile wallet is downloading apps in smart phones or mobile device which stores the accounting and payment information for a smooth cashless transactions and it also keeps the payment information secured. Examples of Mobile wallet payment apps are paytm, mobiwiki, Google Pay, PhonePe. Apart from the payment process it helps the individual users to store their coupons, receipt’s, bills, business cards in their smartphone or mobile device. The respondent’s paper is focused on how Mobile wallet payments in digital marketing replaces the physical wallets and plastic cards like debit cards and credit cards. The study analyses the services provided by the Mobile wallet payment providers and the services used by the mobile wallet users. This study helps us to understand the effects of Mobile wallet payment which makes our day to day transactions as simple and smoother. Thus, the objectives of the study focus on the awareness of Mobile wallet payments by the users in the city of Chennai. And to study the adoption pattern of Mobile wallet payment apps by the users in the city of Chennai. And also to identify the factors that influence adoption of Mobile wallet payments in the city of Chennai. The statistical analyses used for the study are Percentage analysis, Weighted average mean and Two-Way Anova. The findings of the study revealed that the majority of the people are fully aware about the M-Wallet payment apps and so they adopt the various M-Wallet payment apps according to their convenient and make their payment process easier and smoother.

Digital Marketing, Mobile Wallet, Cashless transactions, Secured transactions.

"A STUDY ON MOBILE WALLET PAYMENTS IN DIGITAL MARKETING WITH SPECIAL REFERENCE TO CHENNAI CITY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.158-169, June 2019, Available :http://www.jetir.org/papers/JETIR1907F20.pdf

"A STUDY ON MOBILE WALLET PAYMENTS IN DIGITAL MARKETING WITH SPECIAL REFERENCE TO CHENNAI CITY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp158-169, June 2019, Available at : http://www.jetir.org/papers/JETIR1907F20.pdf