“Impact of Vernacular AI Voice Advertisements on Rural Consumer Adoption of Fintech Products”—An Empirical Study
Article Sidebar
Main Article Content
Fintech services in india have witnessed tremendous growth that has opened new possibilities of financial inclusion, particularly in rural areas. nevertheless, the uptake rate by rural consumers is relatively low because of language, low digital literacy, and a lack of trust. as artificial intelligence (ai) has grown, personalised and culturally appealing ai voice advertisements have now become a reality. this paper will consider how the impact of vernacular ai voice advertisements on the awareness, trust and adoption of fintech products that include mobile banking applications, upi payment services, digital wallets, and micro-loan applications by rural consumers. the sample size of 100 rural participants in karnataka forms the sample size and is used to investigate the relationship between the familiarity with languages, their clarity, relevancy, and perceived credibility of ai-generated voices and the intention to use fintech with their voice recognition application. the results have shown that vernacular ai voice advertisements largely improve comprehension, develop trust, and have a positive effect on adoption behaviour. the paper concludes by stating that digital financial inclusion in rural india can be faster by implementing vernacular ai voice strategies by fintech firms.
Downloads
References
Lu, S. H., Tran, H. T. T., & Ngo, T. S. (2025). Are we ready for artificial intelligence voice advertising? Comparing human and artificial intelligence voices in audio advertising in a multitasking context. Quality & Quantity, 59(Suppl 1), 1-22.
Efthymiou, F., Hildebrand, C., de Bellis, E., & Hampton, W. H. (2024). The power of AIgenerated voices: How digital vocal tract length shapes product congruency and ad performance. Journal of Interactive Marketing, 59(2), 117-134.
Wang, X., Zhang, Z., & Jiang, Q. (2024). The effectiveness of human vs. AI voice-over in short video advertisements: A cognitive load theory perspective. Journal of Retailing and Consumer Services, 81, 104005.
Agarwal, J., Gulati, N., & Tyagi, V. (2021). New era of vernacular voice assistant. International Journal of Advanced Research in Computer Science and Software Engineering, 11(4), 45–52.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340.
Harris, L. C. (2020). Trust and perceived credibility in digital communication environments. Journal of Interactive Marketing, 49, 22–38.
Ho, S. S., & Lu, Y. (2019). The influence of voice quality and clarity on perceived credibility in digital advertisements. Computers in Human Behaviour, 95, 1–10.
Kumar, A., & Singh, R. (2019). Vernacular marketing strategies and consumer response in rural India. Journal of Rural Marketing Research, 6(2), 34–47.
Pandey, S., & Hussain, M. (2018). Cultural alignment and consumer trust in rural advertising. International Journal of Marketing Studies, 10(4), 67–78.
Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), 425–478.
Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce, 7(3), 101– 134.
This work is licensed under a Creative Commons Attribution 4.0 International License.
All articles published in our journal are licensed under CC-BY 4.0, which permits authors to retain copyright of their work. This license allows for unrestricted use, sharing, and reproduction of the articles, provided that proper credit is given to the original authors and the source.