Jayakumar Thirumalaisamy, Dr Kothai S


This research examines the mediating effects of promotional tools towards the investment decision. This article also investigates the contribution of behavioral and emotional factors in arriving at a Ponzi investment. The study proposes a conceptual model to discuss the considered constructs. The survey conceded 159 completed and valid questionnaires. Using stepwise multiple linear regression, mediating effects, and structural equation modeling (SEM), this study investigates the relationship between behavioral and emotional factors towards the investment decision by measuring the mediating effect of promotional tools. The proposed model is established to be consistent with an acceptable degree of model fitness. Implications for individual investors are also addressed in this article.


Keywords: Investment Decision, Promotional Tools, Behavioral & Emotional Factors



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