Cause Related Marketing through Fintech Platform: Impressions of Strategic Association

Abstract

This research paper aims to analyze the strategic association between cause-related marketing (CRM) and fintech platforms, investigating their potential for mutually beneficial partnerships. With the increasing integration of technology in the financial sector and the growing emphasis on corporate social responsibility, the exploration of this strategic alliance becomes crucial. The study adopts a quantitative research approach, investigating young populations’ demographic characteristics; their perception towards the campaign ―#Choose for Change‖by P&G Shiksha and its association with Fintech Platform PayTM using structured questionnaire.